A presentation with Jonathan Waddingham from JustGiving and Jacqui O'Beirne from Dogs Trust at the Institute of Fundraising National Convention, 5th July 2010

1. The role of Twitter in fundraising Rachel Beer Founding Partner beautiful world Jonathan Waddingham Digital Strategist JustGiving

3. Manage JustGiving’s social media strategies

4. Research online (giving) trends to provide insight

6. Works with charities on fundraising, marketing and communications

7. Online, offline and integrated

10. Join the NFPtweetup flock @NFPtweetup www.nfptweetup.org.uk slideshare.net/nfptweetup www.facebook.com/nfptweetup

11. Top 20 sites in the UK How many are social? Google.co.uk 11. Amazon.co.uk Facebook 12. Blogger.com Google.com 13. MSN YouTube 14. LinkedIn BBC Online 15. Wordpress.com Yahoo! 16. Guardian.co.uk eBay UK 17. PayPal Windows Live 18. Flickr Wikipedia 19. Dailymail.co.uk Twitter 20. Apple Inc Source: Alexa.com, 1 July 2010

13. The adoption curve: 2008/09 ASHTON KUTCHER BEATS CNN TO 1 MILLION FOLLOWERS STEPHEN FRY ON JONATHAN ROSS TALKING TWITTER STEPHEN FRY WAXES LYRICAL ON BBC.CO.UK PLANE CRASHES IN HUDSON RIVER NEWS GOES GLOBAL IN MINUTES VIA TWITTER IRAN ELECTION PROTESTS TREND ON TWITTER

14. 3% JustGiving.co.uk 2% Twitter 46% Facebook JustGiving referral traffic

15. BETA Facebook app demographic stats Users are mostly female (57%) and the four biggest groups are: Female 25-34 (21%) Female 35-44 (17%) Male 25-34 (13%) Male 35-44 (13%).

16. Twitter demographics

17. Facebook demographics

18. Social network users are older than you think... 37 (Source: pingdom.com)

19. Cutting through the cr-apps http://oneforty.com/

20. TweetDeck

21. Justcoz http://justcoz.org/

22. JustTweeting (BETA)

23. JustTweeting (BETA) http://justtweeting.org.uk/

24. DogsTrust, Twibbon & JustGiving Dogs Trust Twibbonfundraising experiment

25. http://twitter.com/dogstrust/status/8850734779

26. Twibbon supporters

27. www.justgiving.com/Valentines-Twibbon

28. The results http://twibbon.com/join/Dogs-Trust-Valentine-Appeal

29. The results

30. The results £1,074 Total raised 179 Donations £6 Average donation 10% Donation conversion

31. The results 40% 1,682 Existing donors Prospects 21% New donors 39% Anonymous donations

32. Did this work? Why did it work? £1,218 13:1 60p Net income inc Gift Aid Return on investment Value per Twibbon? Great existing community Clear call to action Timely – Valentine’s day Easy to add the Twibbon Easy to donate Provided options Fun Find out more at http://bit.ly/JGTwibbon

33. Twibbon – its traditionalfundraising equivalent? The social web version of a pin badge campaign

34. Tweetsgiving

35. Tweetsgiving – what it was 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

36. Tweetsgiving – results 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

37. Tweetsgiving – why it worked 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

38. Tweetsgiving – its traditionalfundraising equivalent? The social web version of a telethon

39. Twestival

40. Twestival – what it was Tw(itter)+festival National and international fundraiser organised using Twitter Conceived by a group of media professionals, wanting to use Twitter 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

41. Twestival – results 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

42. Twestival – why it worked Raised brand awareness – a big issue outside Ireland Niche – Conceived for Twitter and its users Organised for, not by, the charity – so little resource required Little or no cost overhead –so produced a good ROI

43. Twestival – its traditionalfundraising equivalent? A mass-participation fundraising event –e.g. Macmillan Coffee Morning Or a charity ball – with a difference

44. Haiti & the DEC appeal

45. Haiti & the DEC appeal – what it was 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 "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.

46. Haiti & the DEC appeal – results “People texting ‘GIVE’ to 70077 has so far raised over £161,000 despite being promoted almost exclusively on Twitter.” £161k

47. They were no experts – but learnt by doing, and from partner charities The biggest risk was *not* getting involved – an opportunity cost Low cost – the barrier to entry is still small Primarily a way of creating discussion within communities Strengthen existing membership, increase trust in the DEC Lessons from the DEC

48. Measurement of social media

49. Measurement – using ViralHeat http://viralheat.com/

50. http://tweetreach.com Measurement – of Twitter

51. http://bit.ly/info/SMguide Measurement – of Twitter

52. Integrated measurement – using postrank https://analytics.postrank.com/

53. Integrated measurement – using postrank

54. Integrated measurement – using Scoutlabs http://www.scoutlabs.com/about/

55. Integrated measurement – using Google Analytics

56. In summary, where Twitter can add value… Raising awareness of your brand – and your campaigns Generating engagement = actions Listening/monitoring Findingout what people think Getting messages out quickly Reaching large numbers of people at little cost

57. Carry on the conversation... 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