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SpinTO - Retrospective at the LGBT Giving Conference
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SpinTO - Retrospective at the LGBT Giving Conference

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  • We’re here to present SpinTO, a case study in using social media to enable community-generated fundraising
  • Mark works as a consultant engaging citizens in creative problem solving to social or public policy challenges <br /> <br /> Adam works as a user experience designer for web and mobile platforms <br /> <br /> Born on the same day (April 29, a week before SpinTO), were looking for an excuse to have a big party around our birthday <br /> <br /> Avid cyclists, geeks and very avid gays <br /> &#xA0; <br /> We are not professional fund-raisers
  • Bike Rally is the Toronto People with AIDS Foundation&apos;s primary fundraising event of the year
  • A 600km journey from Toronto to Montreal in July-August <br /> <br /> Charitable, social, physical - many motivations for many people
  • The bike rally inspired us to create an experience for people who don&#x2019;t do the bike rally. <br /> <br /> We wanted to share the experience of many different people coming together, for different reasons, and having a remarkable shared experience. <br /> <br /> Something that would have them talking about it for days and weeks and months
  • There is a lot of hyperbole in the social media marketing world, and we&#x2019;re here in part to debunk it
  • Social media is not about the tools <br /> <br /> it&apos;s not about getting your message out
  • Social media is not about the tools <br /> <br /> it&apos;s not about getting your message out
  • it&apos;s about being social, being human and connected <br /> <br /> social media should make you think differently how you can enable people to be social around your cause?
  • In social web design, we start by asking &#x201C;what is the social object?&#x201D; <br /> <br /> what is the thing around which people are motivated to be social?
  • for us, it was the opportunity to have a kick-ass party <br /> <br /> people partying for a good cause is nothing new <br /> <br /> but the new tools create entirely new possibilities for what &#x201C;getting social&#x201D; can mean
  • so this is our social media strategy, give people a remarkable experience, something worth talking about <br /> <br /> increased awareness and fundraising were secondary outcomes designed into the social interactions
  • PWA - Sit through one candlelight vigil on the Bike Rally and you&apos;ll understand why we devoted so much time to this <br /> <br /> The Bike Rally is emotionally powerful. It is about the experience of community, of many becoming one. <br /> <br /> It taps deep parts of our soul because of the combination of emotional, social and physical intensity.
  • We were also inspired by another event called HoHoTO which established a framework for our event <br /> <br /> HoHoTO was a large holiday party that raised $25,000 for the Toronto Daily Bread Foodbank. It was organized over Twitter. <br /> <br /> One person on Twitter suggested that some of the Toronto tech community should pool their company holiday parties and raise some money for charity <br /> <br /> Other Twitter people jumped on board and it became a snowball that resulted in $25,000 raised in a matter of a few weeks. From nothing.
  • Were were interested in bring together three communities under one roof, gays, geeks and cyclists. <br /> <br /> This was in part to reflect the diversity of who we are as organizers, for our identities include all three. <br /> <br /> No party for an LGBT cause would be complete without Gays&#x2026;.
  • But we also had a lot of straight geeks and cycling getting into the disco and queer-inspired spirit. <br /> <br /> We had straight tech geeks jumping at the opportunity to dress in drag. So they did, to somewhat tragic but hilarious effect.
  • We also had leaders in the technology community challenging others to step up. <br /> <br /> David Crow, the man who&#x2019;s trying not to actually smoooch me in this picture, is a developer evangelist for Microsoft. <br /> <br /> He sent out a personal challenge on Twitter to sponsor SpinTO, which quickly snowballed as other sponsors from the technology community matched his challenge.
  • In the end, while it may have been social media that got them there, it was about the people who came. <br /> <br /> The event had to reflect their spirit, their culture.
  • This is a community of people who are irreverent, who are used to stepping outside of convention. <br /> <br /> This is Ryannah Taylor. She was one of sponsors through Fair Trade Jewelery Company. She was also our DJ. <br /> <br /> And yes, she is this tragic and awesome.
  • They were a community of people looking to explore sides of themselves that normal life doesn&#x2019;t normally allow.
  • Our Bike Rally co-chairs understood this, were incredibly supportive and they helped us a lot through a lot of insight and handholding. <br /> <br /> They also didn&#x2019;t try to control the message or keep us from experimenting. <br /> <br /> They understood that the project was about the people first, and the Bike Rally second.
  • We thrived on the contributions of our volunteers. <br /> <br /> video, branding, design, DJs, promotion, models, performers, all were volunteers
  • 3 sponsor levels <br /> Silver, Gold, Platinum <br /> Simple, 3 points to describe what sponsors get out of it <br /> Sold through social networks
  • 3 sponsor levels <br /> Silver, Gold, Platinum <br /> Simple, 3 points to describe what sponsors get out of it <br /> Sold through social networks
  • 3 sponsor levels <br /> Silver, Gold, Platinum <br /> Simple, 3 points to describe what sponsors get out of it <br /> Sold through social networks
  • 3 sponsor levels <br /> Silver, Gold, Platinum <br /> Simple, 3 points to describe what sponsors get out of it <br /> Sold through social networks
  • Ticket prices and sponsorships the primary means of fundraising <br /> <br /> Raffle tickets for prizes
  • Ticket prices and sponsorships the primary means of fundraising <br /> <br /> Raffle tickets for prizes
  • Ticket prices and sponsorships the primary means of fundraising <br /> <br /> Raffle tickets for prizes
  • Ticket prices and sponsorships the primary means of fundraising <br /> <br /> Raffle tickets for prizes
  • Ticket prices and sponsorships the primary means of fundraising <br /> <br /> Raffle tickets for prizes
  • Ticket prices and sponsorships the primary means of fundraising <br /> <br /> Raffle tickets for prizes
  • Specialty drinks at the bar
  • Specialty drinks at the bar
  • Specialty drinks at the bar
  • Specialty drinks at the bar
  • Specialty drinks at the bar
  • Specialty drinks at the bar
  • Mod Club <br /> &#xA0;
  • Toronto Bike Union
  • BoylesqueTO & Skin Tight Outta Sight
  • BoylesqueTO created a bicycle themed burlesque act for us
  • Hip hop dance crew Right Clik added some flava to the mix
  • DJs - Duarte Da Silva and Ryannah Taylor, Qasim Virjee <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Visuals - created by Adam, and some provided by venue <br /> &#xA0;
  • Tagging and activity streams
  • ScribbleLive event liveblogging - partygoers could participate with LCDs behind the bar and simulcasted online <br /> <br /> Scribblelive was free to use, and they donated a custom skin for us.
  • We used Google Docs as a tool for collaboration among organizers. <br /> <br /> Google Docs allows&#x2026;. <br /> <br /> Google Docs is free to use.
  • Our blog was setup on Wordpress, the open source blog software. <br /> <br /> We installed it on our own shared hosting service, which is cheap. The software itself is free. <br /> <br /> The template was designed by Adam with graphic design by ____ <br /> <br /> We used the blog as our primary website at SpinTO.ca. It integrated all of the other social elements into one coherent context.
  • SpinTO twitter account shared updates with the Toronto twitter community, helped create excitement and buzz online <br /> <br /> Sharing tidbits of new info as they happened and having conversations with other twitter users.
  • We used Eventbrite to sell tickets and sponsorships because it was cheap and easy to setup.
  • And of course we had a Facebook event page. <br /> <br /> Allowed us to promote the event in advance, share content with our attendees and those on the fence.
  • We used both Vimeo and YouTube for hosting web videos. <br /> <br /> Social sharing of online video is a key tool for telling your story online.
  • We also used Flickr, the photo sharing site. We had many great amateur and professional photographers come to the event. <br /> <br /> We created a photo pool that allowed all those people to add their photos from the event into one collection. <br /> <br /> These photos provide fantastic opportunities for participants to relive their fantastic night out, share it with their friends and colleagues, and thereby trigger conversations about the cause.
  • We used Blip.fm to share music that we felt reflected the spirit of our event. <br /> <br /> These blips would also be shared on twitter, which allowed Twitter users to get a good preview of what to expect.
  • in the end, our message is that you as fund-raisers can use these tools yourselves. <br /> <br /> But you can also use them to enable community-generated creative collaborations.

SpinTO - Retrospective at the LGBT Giving Conference SpinTO - Retrospective at the LGBT Giving Conference Presentation Transcript

  • Social media & community-generated fundraising
  • who we are
  • friends for life bike rally
  • friends for life bike rally
  • friends for life bike rally
  • social media strategy
  • social media strategy
  • social media strategy
  • social media strategy
  • social media strategy
  • social media strategy
  • social media strategy
  • inspiration
  • inspiration
  • Communities
  • Communities
  • Communities
  • The People
  • The People
  • The People
  • The People
  • Volunteers
  • Sponsors
  • Partners
  • Partners
  • Partners
  • Partners
  • Partners
  • Partners
  • #SpinTO
  • Google Docs
  • Charities as Community Enablers
  • Mark Kuznicki remarkk.com Twitter: @remarkk Adam Schwabe adamschwabe.com Twitter: @adamschwabe