How I Hope the Lance Armstrong Foundation Will Raise Money Using Twitter
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Open Letter to the LIVESTRONG Lance Armstrong Foundation by mikeyames The Pursuant Group @mikeyames The Pursuant Group How I hope you will use Twitter to raise hundreds of thousands of dollars.
How I Hope the Lance Armstrong Foundation Will Raise Money Using Twitter
This is an open letter to LIVESTRONG, the Lance Armstrong Foundation. I hope we can all learn from each others uses of twitter. I think the last slide is the most important, whatever the twitter or online fundraising headlines might be...the online and social media channels need to continue to home acquisition, cultivation, solicitation, stewardship and observation tactics and strategies.
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Open Letter to the LIVESTRONG Lance Armstrong Foundation by
mikeyames The Pursuant Group @mikeyames The Pursuant Group How I
hope you will use Twitter to raise hundreds of thousands of
dollars.
Dear LIVESTRONG, While preparing a presentation to a group of
nonprofit employees on their use of social media with their
fundraising efforts, I developed a case study involving you and
Lance and your current uses of Twitter. Part of me wanted to find a
way to pitch this idea to you and find a way to turn it into
revenue for our company. The part of me that went ahead and
publicly posted this case study realizes you likely already have
this strategy roaming the halls of your office. That part of me
also realizes the idea should be free. Your precise execution of
the idea has all sorts of potential variations that I have not
listed. I am eager to see which variation you might make your own.
We will continue to learn from watching and sharing with each
other. Watching you with interest, Mikey Ames The Pursuant Group
@mikeyames The Pursuant Group
You Cant Leverage Social Media!
The idea leveraging social media is a misnomer
If you are not actively involved in an online community
already, you have nothing to leverage.
Donor loyalty is about you being loyal to your donors, until
you can operate from that premise your organization will not use
social media effectively.
Quick Case in Point
To the Twitter community, Lance is
Active
Engaging
Authentic
@mikeyames The Pursuant Group
Quick Case in Point
I even got my own twitter autograph from Lance
@mikeyames The Pursuant Group SCOREBOARD!!
Quick Case in Point
Very Responsive followship
Lance crashed his website in 10 minutes from traffic he sent
there from twitter
@mikeyames The Pursuant Group
Quick Case in Point
Credibility
No question, to twitter community, that Lance tweets for
himself
@mikeyames The Pursuant Group
Quick Case in Point
Lance Armstrong Foundation uses twitter for
Press releases
Public relations
customer service
NOT exactly an audience well cultivated for solicitation
@mikeyames The Pursuant Group
Quick Case in Point open letter advice to the LIVESTRONG
foundation
Shoot short video of Lance making specific impassioned appeal
to his twitter audience.
@mikeyames The Pursuant Group Lance has already communicated with
his followers in this way. Hundreds of comments poured in within
days.
Quick Case in Point open letter advice to the LIVESTRONG
foundation
Shoot short video of Lance making specific impassioned appeal
to his twitter audience.
Video needs to state a goal, ask for a specific amount, and
automatically kick to a donation page with a specific, small gift
pre-filled on the form. No Click to Donate buttons!
Ask Lance to tweet it out 6 times over 3 days varying the time
of day its tweeted and the subject line update that goes with
itshare progress, celebrate benchmarks, express goal, give thanks,
etc.
Ask Lance to tweet as normal the rest of the day.
LIVESTRONG twitter admin needs to follow progress and thank
individual donors publicly, using twitter.
Headline the next day (prediction)
@mikeyames The Pursuant Group
Quick Case in Point open letter advice to the LIVESTRONG
foundation What wont be mentioned in the headline -- the months of
acquisition and cultivation work Lance Armstrong has done in the
preceding months to make this solicitation effective. But Lance
Armstrong isnt doing acquisition and cultivation. Lance Armstrong
is simply in conversation with his followers. (thats the best kind
of cultivation) LIVESTRONG Raises Hundreds of Thousands in Three
Days Using Just Twitter @mikeyames The Pursuant Group