IoF National Convention 2010 - the role of Twitter in fundraising

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

Digital Strategist at JustGiving
Manage JustGiving’s social media strategies
Research online giving trends to provide insight
Focus on social network integration
About us...
Founding Partner at beautiful world
Works with charities on fundraising, marketing and communications
Online, offline and integrated
Creator of NFPtweetup

What we’ll cover
Overview of the social web
How to make the most of opportunities on Twitter
Case studies of charities using Twitter to fundraise
How to measure Twitter – and other social media
Your questions – throughout

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

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

Social media
are proliferating, and continuallyevolving

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

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

BETA Facebook app demographic stats

Twitter demographics

Facebook demographics

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

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

TweetDeck

Justcoz
http://justcoz.org/

JustTweeting (BETA) by @simonpainter
http://justtweeting.org.uk/

Dogs Trust Twibbonfundraising experiment

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

Twibbon supporters

www.justgiving.com/Valentines-Twibbon

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

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

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

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

Twibbon – it’s traditionalfundraising equivalent?
The social web version of a pin badge campaign

Tweetsgiving

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

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

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

Tweetsgiving – it’s traditionalfundraising equivalent?
The social web version of a telethon

Twestival

Twestival – 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
• 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

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

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

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

Haiti & the DEC appeal

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.

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

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

Measurement of social media

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

http://tweetreach.com
Measurement – of Twitter

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

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

Integrated measurement – using postrank

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

Integrated measurement – using Google Analytics

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

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

IoF National Convention 2010 - the role of Twitter in fundraising

by NFPtweetup on Jul 05, 2010

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IoF National Convention 2010 - the role of Twitter in fundraising — Presentation Transcript