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.
10. Join the NFPtweetup flock @NFPtweetup www.nfptweetup.org.uk slideshare.net/nfptweetup www.facebook.com/nfptweetup
11. How many are social? Top 20 sites in the UK 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
29. The results ÂŁ1,074 Total raised 179 Donations ÂŁ6 Average donation 10% Donation conversion
30. The results 40% 1,682 Existing donors Prospects 21% New donors 39% Anonymous donations
31. Did this work? Why did it work? ÂŁ1,218 13:1 60p Net income inc Gift Aid Return on investment Value per Twibbon? Great existing community Clear call to action Timely â Valentineâs day Easy to add the Twibbon Easy to donate Provided options Fun Find out more at http://bit.ly/JGTwibbon
32. Twibbon â itâs traditionalfundraising equivalent? The social web version of a pin badge campaign
34. Tweetsgiving â 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
35. Tweetsgiving â 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
36. Tweetsgiving â 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
37. Tweetsgiving â itâs traditionalfundraising equivalent? The social web version of a telethon
39. Twestival â what it was 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 âą A global Twestival for Charity: Water in Feb 2009 raised $250,000 âą The second Twestival raised funds for a variety of causes â allowing organisers in each city around the world to select the charity they would fundraise for âą The third Twestival, in March 2010, saw cities all over the world raise funds for Concern Worldwide
40. Twestival â results Last Twestival, in March 2010 for Concern Worldwide â Total global events: âą $462,632.54 raised / c.ÂŁ305k âą Average per attendee: $32.74 / c.ÂŁ21.59 Total UK events: âą c.ÂŁ70k raised âą 26 events âą Average donation c.ÂŁ20 London event: âą Almost ÂŁ12k raised âą Average per UK attendee: c.ÂŁ22 Glasgow ÂŁ7k, Plymouth, Cornwall and Bristol all ÂŁ5k+ each
41. Twestival â why it worked Raised brand awareness â a big issue outside Ireland Niche â Conceived for Twitter and its users Organised for, not by, the charity â so little resource required Little or no cost overhead âso produced a good ROI
42. Twestival â itâs traditionalfundraising equivalent? A mass-participation fundraising event âe.g. Macmillan Coffee Morning Or a charity ball â with a difference
44. Haiti & the DEC appeal â 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.
45. Haiti & the DEC appeal â results âPeople texting âGIVEâ to 70077 has so far raised over ÂŁ161,000 despite being promoted almost exclusively on Twitter.â ÂŁ161k
46. They were no experts â but learnt by doing, and from partner charities The biggest risk was *not* getting involved â an opportunity cost Low cost â 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
55. In summary, where Twitter can add value⊠Raising awareness of your brand â and your campaigns Generating engagement = actions Listening/monitoring Findingout what people think Getting messages out quickly Reaching large numbers of people at little cost
56. 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
Hinweis der Redaktion
Is it important?Is it scalable?Replicable?Sustainable?What should we measure and how?What is the value?What if it goes away?
Q. How many are social?Almost allof themThe web is now socialHow does this influence the way you use them to reach â and engage â your audiences?
66% of people come to JG from FB newsfeed, only 1% from the FB inboxUsers 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%).
The web is perfect for enabling the coming together of disparate communities
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⊠but achieved national and international media coverageAnother trend â supporter-generated events and collaboration with charities
Social media presence has long been regarded by many fundraisers as difficult for charities to directly monetise but people texting âGIVEâ to 70077 has so far raised over ÂŁ161,000 despite being promoted almost exclusively on twitter.
Raising awareness of your brandWith influencers, including journalists, celebs and politiciansWith the general publicGenerating engagementConversations with fundraisers/supporters/service usersThis network can carry your messages to a wider audienceListening/monitoringWhatâs going on in the worldWho cares â and who cares the mostFinding out what people thinkLow cost market research â instant focus group at your fingertipsSpeedFastest way to get message out, and to get feedbackLow cost way to reach large number of peopleMost tools are free â itâs just the cost of your timeHow might this improve your cost per acquisition?