iof national convention 2010 - the role of twitter in fundraising

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

Social media

are proliferating,

and continually

evolving

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://oneforty.com/

http://justcoz.org/

http://justtweeting.org.uk/

http://justtweeting.org.uk/

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://viralheat.com/

http://tweetreach.com

http://bit.ly/info/SMguide

https://analytics.postrank.com/

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

jonathan@justgiving.com

@jon_bedford

http://blog.justgiving.com

slideshare.net/jwaddingham

Search LinkedIn

Rachel Beer

rachel@hellobeautifulworld.com

@rachelbeer

www.hellobeautifulworld.com

slideshare.net/rachelbeer

www.linkedin.com/in/rachelbeer