Twestival - Twitter For Charities

Twestival Jaz Cummins Prepared for the Media Trust Twitter for Charities event July 9 th 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 25 th 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 Ethiopia
in April to drill wells with Twestival money
Video feeds and twitter commentary

Twestival Three
Twestival Local
Encourages local groups of Twitter
users to host events in aid of their favourite charities
September 12 th 2009

Twestival Four
Twestival Global 2010
February 12 th 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 hours
no staff costs
no expenses
no overheads

Volunteers
Quick-turnaround and grass-roots nature meant people offered
their 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 audience
Business-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

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Twestival - Twitter For Charities

by Jaz Cummins on Jan 26, 2010

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Twestival - Twitter For Charities — Presentation Transcript