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How charities are using Twitter to fundraise, how different types of appeals bring different results, their traditional fundraising equivalents and how to measure your activity.
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Rachel BeerFounding Partnerbeautiful world
Jonathan WaddinghamDigital StrategistJustGiving
• Digital Strategist at JustGiving
• Manage JustGiving‟s social media strategies
• Research online giving trends to provide insight
• Focus on social network integration
• Founding Partner at beautiful world
• Works with charities on fundraising, marketing
and communications
• Online, offline and integrated
• Creator of NFPtweetup
Overview of the social web
Case studies of charities using Twitter to fundraise
How to make the most of opportunities on Twitter
How to measure Twitter – and other social media
Your questions – throughout
@NFPtweetup
www.nfptweetup.org.uk
slideshare.net/nfptweetup
www.facebook.com/nfptweetup
1. Google.co.uk 11. Amazon.co.uk2. Facebook 12. Blogger.com3. Google.com 13. MSN
4. YouTube 14. LinkedIn5. BBC Online 15. Wordpress.com
6. Yahoo! 16. Guardian.co.uk7. eBay UK 17. PayPal8. Windows Live 18. Flickr
9. Wikipedia 19. Dailymail.co.uk10.Twitter 20. Apple Inc
Source: Alexa.com, 1 July 2010
STEPHEN FRY WAXES LYRICAL ON BBC.CO.UK
STEPHEN FRY ON JONATHAN ROSS TALKING TWITTER
PLANE CRASHES IN HUDSON RIVER
NEWS GOES GLOBAL IN MINUTES VIA TWITTER
ASHTON KUTCHER BEATS CNN TO 1 MILLION FOLLOWERS
IRAN ELECTION PROTESTS TREND ON TWITTER
46%Facebook
2%Twitter
3%JustGiving.co.uk
(Source: pingdom.com)
37
http://twitter.com/dogstrust/status/8850734779
www.justgiving.com/Valentines-Twibbon
http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
£1,074 Total raised
Donations179
Average donation£6
Donation conversion10%
40% Existing donors
New donors21%
Anonymous donations39%
1,682 Prospects
Clear call to action
Easy to add the Twibbon
Great existing community
Timely – Valentine‟s day
Find out more at http://bit.ly/JGTwibbon
£1,218 Net income inc Gift Aid
13:1 Return on investment
60p Value per Twibbon?
Easy to donate
Provided options
Fun
The social web version
of a pin badge campaign
Epic Change launched Tweetsgiving in November 2008
48-hour celebration of gratitude and giving
Launched 2 days before the US Thanksgiving holiday
The ask was to tweet about something you were grateful for
And donate to build a classroom in Arusha, Tanzania
Imagined and built entirely by volunteers in six days
Raised over $10,000 in two days
Quickly became the #1 trending topic on Twitter as
thousands of grateful tweets from across the globe filled
the stream, and hundreds of blogs spread the story
Created a community of support for Epic Change, who
would give to future online fundraising campaigns
$41,658 raised to date
It was different
The fundraising proposition was tangible
The need was clear
It was emotive
Focused on a 48-hour window
Different options to support
The social web version
of a telethon
Tw(itter)+festival
National and international fundraiser organised using Twitter
Conceived by a group of media professional, wanting to use social media for social good
• A global Twestival for Charity: Water in Feb 2009 raised $250,000
• The second Twestival raised funds for a variety of causes – allowing organisers in each city around the world to select the charity they would
fundraise for
• The third Twestival, in March 2010, saw cities all over the world raise
funds for Concern Worldwide
Last Twestival, in March 2010 for Concern Worldwide –
Total global events:
• $462,632.54 raised / c.£305k
• Average per attendee: $32.74 / c.£21.59
Total UK events:
• c.£70k raised
• 26 events
• Average donation c.£20
London event:
• Almost £12k raised
• Average per UK attendee: c.£22
Glasgow £7k, Plymouth, Cornwall and Bristol all £5k+ each
Raised brand awareness –
a big issue outside Ireland
Organised for, not by, the charity –
so little resource required
Little or no cost overhead –
so produced a good ROI
Niche – Conceived for Twitter
and its users
A mass-participation fundraising event –
e.g. Macmillan Coffee Morning
Or a charity ball – with a difference
"With technology and particularly social media
developing so quickly there are new and
extraordinary things that we can do to engage
people in responding to each new disaster.
This feels like the first truly digital response to a
major overseas emergency and the support we
have received from online communities has
been amazing."
DEC Chief Executive Brendan Gormley
“People texting „GIVE‟ to 70077 has so
far raised over £161,000 despite being
promoted almost exclusively on Twitter.ӣ161k
They were no experts – but learnt by doing, and from partner charities
The biggest risk was *not* getting involved – an opportunity cost
Primarily a way of creating discussion within communities
Low cost – the barrier to entry is still small
Strengthen existing membership, increase trust in the DEC
http://bit.ly/info/SMguide
http://www.scoutlabs.com/about/
Raising awareness of your brand – and your campaigns
Generating engagement = actions
Listening/monitoring
Finding out what people think
Getting messages out quickly
Reaching large numbers of people at little cost
Jonathan Waddingham
@jon_bedford
http://blog.justgiving.com
slideshare.net/jwaddingham
Search LinkedIn
Rachel Beer
@rachelbeer
www.hellobeautifulworld.com
slideshare.net/rachelbeer
www.linkedin.com/in/rachelbeer
