Leveraging Social Media -- Twitter effect


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Net Impact Mumbai was privileged to have Chandni Parekh share her insights into leveraging social media, particularly Twitter, to raise funds effectively for social causes. The occasion was a workshop on fund raising organized by Net Impact Mumbai at Mumbai HUB, Bandra. This provided a new dimension to the attending NGOs and many of them are following up further on this with Chandni.

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Leveraging Social Media -- Twitter effect

  1. 1. FUND-A-CAUSE The Journey So Far… Chandni Parekh | 19 April 2011
  2. 2. About Fund-A-Cause (F-A-C) <ul><li>F-A-C is an attempt to connect individuals and organisations in India seeking money (for medical treatments, education, events, etc.) with those who might be interested in helping. </li></ul><ul><li>It personally connects the requesting individual with potential sponsors or donors. </li></ul><ul><li>It also offers information on money available through scholarships, fellowships, grants, individual donors, Corporate Social Responsibility projects, and contests. </li></ul><ul><li>It compiles articles that might be able to promote giving. </li></ul><ul><li>It collates tweets about the social issues or non-government organisations (NGOs) that people in India, especially celebrities, engage with. </li></ul><ul><li>To read a more detailed note on F-A-C, visit http://tinyurl.com/CaseStudyOnFAC </li></ul><ul><li>For a compilation of all the tweets, visit http://tinyurl.com/CompiledTweets </li></ul>
  3. 3. How It All Began <ul><li>Sunday morning, 19 April 2009 (a few days after I signed up on </li></ul><ul><li>with no intention to tweet), I woke up with an idea of using Twitter to share some of the mails related to financial appeals, which I received from e-groups and friends from time to time. </li></ul><ul><li>Two years later, Fund-A-Cause – through Twitter, a blog, and a </li></ul><ul><li>page - has spread the word about thousands of individuals and organisations seeking and offering money, as well as articles that give insights on human behaviour vis-à-vis giving. </li></ul><ul><li>Much of this content is accessible to people only through F-A-C. This is because a couple of NGO e-groups that often receive such mails but are unable to act on them have been sending them to F-A-C. </li></ul>
  4. 4. <ul><li>Tweets on First Birthday </li></ul>
  5. 5. Numbers <ul><li>TWITTER (Joined on 19 April ‘09) </li></ul><ul><li>Number of Tweets: 3578 </li></ul><ul><li>Number of Twitter ‘Followers’: 1827 (plus mentioned in Twitter Lists by 99 people) </li></ul><ul><li>BLOG (Joined on 22 May ‘09) </li></ul><ul><li>Number of Posts: 1485 </li></ul><ul><li>Site Visits: 259,817 </li></ul><ul><li>FACEBOOK (Joined on 15 June ‘10) </li></ul><ul><li>Number of Members: 364 </li></ul><ul><li>ARTICLES IN THE MEDIA : 12 </li></ul>
  6. 6. More About the Blog Posts Categories Number of Posts Health 409 Education 397 Funds Offered 306 Nutrition 214 Salaries 129 Fundraiser Events 98 Events 93 Articles 71 Housing 45 Living Expenses 31 Films 19 Energy Generation 7 Miscellaneous 199
  7. 7. A Snapshot of the Fund-A-Cause Posts
  8. 8. Financial Aid Appeals
  9. 12. Funds/Free Opportunities Available
  10. 14. Fundraiser Events
  11. 16. Articles and Blog Posts
  12. 18. Conversations on Twitter
  13. 21. Most Retweeted Tweets
  14. 23. Support from People on Twitter
  15. 24. Informing Celebs About F-A-C Among the few people who expressed a desire to help F-A-C, Aniruddha and Kamal tweeted to almost all the Indian celebrities – actors, politicians, sportspeople, senior journalists – about @FundACause. To about 338 of them during the Joy of Giving Week last year. Aniruddha Kamal
  16. 25. As a result of these efforts by people I’d barely interacted with, F-A-C got new ‘followers’and retweets, including a few from those potentially influential people.
  17. 26. <ul><li>Two Tweets About F-A-C… </li></ul>
  18. 27. … Led to a Never-Seen-Before Burst of New ‘Followers’
  19. 28. Expression of Support from Actors
  20. 31. Impact of One F-A-C Tweet/Blog Post
  21. 50. Fund-A-Cause in the Media All images are hyperlinked.
  22. 51. Winner of American Center Contest <ul><li>For my work on Fund-A-Cause and similar other </li></ul><ul><li>initiatives that connect people with potentially useful or </li></ul><ul><li>interesting information, I won the ‘First Citizen’ contest </li></ul><ul><li>held by the American Center for citizens of western India. </li></ul><ul><li>I won a Flip video camera and membership of the </li></ul><ul><li>American Library. </li></ul>
  23. 52. How Can You Contribute? <ul><li>There are a several ways in which you can support F-A-C and contribute to </li></ul><ul><li>creating a stronger culture of giving. </li></ul><ul><li>Read the posts by joining the Facebook page, the Twitter page, and/or subscribing to the blog . </li></ul><ul><li>Share the posts. There will be something of relevance or interest to you and people you know. </li></ul><ul><li>Make a financial contribution to those who are doing good work, and to those who need it. </li></ul><ul><li>Offer your time and/or skills. Want to create a logo or a poster for F-A-C? Prettify these slides? Share ideas and feedback? Do due diligence on some of the cases? Collaborate so that we disseminate widely , or do more than information dissemination? </li></ul><ul><li>Consider offering discounted or free admission at an event you organise for a person (or more) who may not be able to pay for it. (With the hope that the recipient of your generosity will pay-it-back/forward.) </li></ul>
  24. 53. A Bit About Me <ul><li>Hi! I am Chandni, a Bombay-based social psychologist. I freelance. I conduct </li></ul><ul><li>workshops on sexuality education and sexual abuse – primarily with adolescents. </li></ul><ul><li>I also consult with NGOs and teach a post-graduate course in counselling </li></ul><ul><li>psychology. </li></ul><ul><li>My other blogs: </li></ul><ul><li>http://psychologynews.posterous.com </li></ul><ul><li>http://chandni.posterous.com </li></ul><ul><li>A friend’s blog I contribute actively to: </li></ul><ul><li>http://hiyer.posterous.com </li></ul><ul><li>You can contact me at chandni_parekh at yahoo dot com . </li></ul><ul><li>Thank you! </li></ul>