TwestivalJaz Cummins

Prepared for the Media Trust Twitter for Charities eventJuly 9th 2009

Agenda

• What is Twestival• How did we fundraise• Conclusions• Questions

What is Twestival?

“tweet-up with a social conscience”

Digital campaign focussed on a live event

24 hours of global twitter fundraising for one cause

http://twestival.com/ http://twitter.com/twestival

Twestival One

September 25th 2008

The brainchild of pub conversation about harnessing the energy of online networks for good

a “tweet-up with a social conscience”

300 early adopting Londoners in a bar - raised £500 for London shelter

But...’Twestival’ was the most tweeted and blogged word that day

Potential energy in spreading the word via twitter and bringing people together from the

online world for a good cause

Twestival Two

Thinking BIG

• Go global

• Focus attention

• Get big media attention

• Raise more money & awareness

February flagship event

12 February 2009

Volunteer organisers

202 cities - $250,000 in two months

Donations, sponsorship and ticket sales

New York to Lagos, Tokyo to Beirut, Beijing to Brighton

An evening of fun, fund- & awareness raising for charity: water

The London event• £10k• 800 people @ £5 a ticket• A raffle• Bands/ DJs• Drinks tokens• Local companies• Media space

Sky News live link. BBC Film crew. Telegraph, BBC and Guardian

Top 10 global bloggers reporting live

The follow up – Twestival Wells

Online totaliser:- Funds raised by city- Wells built- Access to clean water provided

Lead Twestival global organiser Amanda Rose went to Ethiopiain April to drill wells with Twestival money

Video feeds and twitter commentary

Twestival Three

Twestival Local

Encourages local groups of Twitterusers to host events in aid of their favourite charities

September 12th 2009

Twestival Four

Twestival Global 2010February 12th 2010

What do we tweet about

• How the planning is going• New partners & cities• How we’re feeling• Milestones• Replies & Re-tweets

How did we fundraise?

100s of volunteer hoursno staff costsno expenses

no overheads

Volunteers

Quick-turnaround and grass-roots nature meant people offeredtheir skilled time for free – ‘to feel part of it’

– Legal advice– Tech support & equipment– Printing & IT– Photography– PR– Event support

Sponsors & Partners

Sponsors were keen to get involved• The kudos of the association - influential audience• Covered costs• Let us use their facilities• Promoted us• Offered advice

Global fundraising partners

TipJoy – global donation service

Amiando – global event management service

Twitter friendly

Great, twitter friendly services - Increase participation & visibility

Offer ‘Tweet’ when you use them eg:

“Jaz has just donated £10 to @twestival”

“Jaz has just booked her ticket for @LDNtwestival”

People spread the word every time they get more involved.

Digital campaign focussed on a live event

At the events

• Costs covered by donations• Sponsors for items – drinks, DJs, food etc

Straight into the fundraising pot:• Ticket sales• Raffles – branded prizes• Drink tokens

Online Twestival projects

Twestival FM Artists, musicians and labels

Bloc Party, Erol Alkan, Imogen Heap

Donated tracks

Music fans voluntary payment or ‘tip’

Online Twestival projects

Online auction Hosted by eBay

Items donated by brands and individuals

Experiences relevant to the twitter audienceBusiness-consultancy session from top entrepreneur,‘Date’ with top industry thought-leader

Global fundraising• Choose a global cause

• Involvement commitment= resource access

• Ticketing and donation partners

• Messaging & PR support

• Sponsor support

PR - Planned

• Professionals donated time & contacts

• Traditional PR activities

• Use of @twestival stream

• Influentials - Targeting Twitter’s big names

PR – The ‘Twitter’ effect• Twitter was on the cusp of being a big news story

• ‘First’ factor

• Obama - the ‘digital president’

• Celebs on Twitter

• Journalist users

• Early-adopters

Conclusions

Twitter & Causes• Self-publicising

• Talking about Twitter

• Display causes & passions

• Transparency & trust

• Viral – one click = 1000s

“[Social Media] gives you an opportunity to get engaged without actually becoming a

volunteer”Shel Israel

Take people in stages

Cause

Evangelists - Influencers

Public support & events

Micro-donations

Questions