Twestival Jaz Cummins  Prepared for the Media Trust Twitter for Charities event July 9 th  2009
Agenda <ul><li>What is Twestival </li></ul><ul><li>How did we fundraise </li></ul><ul><li>Conclusions </li></ul><ul><li>Qu...
<ul><li>What is Twestival? </li></ul>
<ul><li>“ tweet-up with a social conscience” </li></ul>
<ul><li>Digital campaign focussed  </li></ul><ul><li>on a live event </li></ul>
<ul><li>24 hours of global twitter  </li></ul><ul><li>fundraising for one cause </li></ul>
<ul><li>http://twestival.com/   </li></ul><ul><li>http://twitter.com/twestival </li></ul>
Twestival One <ul><li>September 25 th  2008 </li></ul><ul><li>The brainchild of pub conversation about harnessing the ener...
<ul><li>But...’Twestival’ was the most tweeted and blogged word that day </li></ul><ul><li>Potential energy in spreading t...
Twestival Two <ul><li>Thinking BIG </li></ul><ul><li>Go global </li></ul><ul><li>Focus attention </li></ul><ul><li>Get big...
February flagship event <ul><li>12 February 2009 </li></ul><ul><li>Volunteer organisers </li></ul><ul><li>202 cities - $25...
The London event <ul><li>£10k </li></ul><ul><li>800 people @ £5 a ticket </li></ul><ul><li>A raffle </li></ul><ul><li>Band...
The follow up – Twestival Wells <ul><li>Online totaliser: </li></ul><ul><li>Funds raised by city </li></ul><ul><li>Wells b...
Twestival Three <ul><li>Twestival Local </li></ul><ul><li>Encourages local groups of Twitter </li></ul><ul><li>users to ho...
Twestival Four <ul><li>Twestival Global 2010 </li></ul><ul><li>February 12 th   2010 </li></ul>
What do we tweet about <ul><li>How the planning is going </li></ul><ul><li>New partners & cities </li></ul><ul><li>How we’...
<ul><li>How did we fundraise? </li></ul>
<ul><li>100s of volunteer hours </li></ul><ul><li>no staff costs </li></ul><ul><li>no expenses </li></ul><ul><li>no overhe...
Volunteers <ul><li>Quick-turnaround and grass-roots nature meant people offered </li></ul><ul><li>their skilled time  for ...
Sponsors & Partners <ul><li>Sponsors were keen to get involved </li></ul><ul><li>The kudos of the association - influentia...
Global fundraising partners <ul><li>TipJoy – global donation service </li></ul><ul><li>Amiando – global event management s...
Twitter friendly <ul><li>Great, twitter friendly services - Increase participation & visibility </li></ul><ul><li>Offer ‘T...
<ul><li>Digital campaign focussed  </li></ul><ul><li>on a live event </li></ul>
At the events <ul><li>Costs covered by donations </li></ul><ul><li>Sponsors for items – drinks, DJs, food etc </li></ul><u...
Online Twestival projects <ul><li>Twestival FM  </li></ul><ul><li>Artists, musicians and labels  </li></ul><ul><li>Bloc Pa...
Online Twestival projects <ul><li>Online auction  </li></ul><ul><li>Hosted by eBay  </li></ul><ul><li>Items donated by bra...
Global fundraising <ul><li>Choose a global cause </li></ul><ul><li>Involvement commitment= resource access </li></ul><ul><...
PR - Planned <ul><li>Professionals donated time & contacts </li></ul><ul><li>Traditional PR activities </li></ul><ul><li>U...
PR – The ‘Twitter’ effect <ul><li>Twitter was on the cusp of being a big news story  </li></ul><ul><li>‘ First’ factor </l...
<ul><li>Conclusions </li></ul>
Twitter & Causes <ul><li>Self-publicising </li></ul><ul><li>Talking about Twitter </li></ul><ul><li>Display causes & passi...
<ul><li>“ [Social Media] gives you an opportunity to get engaged without actually becoming a volunteer” </li></ul><ul><li>...
Take people in stages <ul><li>Cause </li></ul><ul><li>Evangelists - Influencers </li></ul><ul><li>Public support & events ...
<ul><li>Questions </li></ul>
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Twestival - Twitter For Charities

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Global Twestival team member looks at lessons from the social media fundraising events, for charities and NFP organisations in particular.

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  • The first Twestival took place on September 25 th 2008 The brainchild of pub conversation about harnessing the energy of online networks – a “tweet-up with a social conscience” It brought together 300 early adopting Londoners in a bar and raised £500 for a London homeless charity But...’Twestival’ was the most tweeted and blogged word that day = a realisation of the potential energy there was in spreading the word via twitter and bringing people together from the online world in this way for a good cause
  • New team members came on board &amp; we thought BIG Go global - Twitter allows us to chat instantly, publically with global friends and contacts – the spread of a simple, good idea was natural, so we gave it a push and invited global cities in Get big media attention – PR plans put in place to compliment the natural online news spread with traditional media attention Raise proper money – Use our skills to acquire sponsors, prize donations, build on the first one for favours and freebies
  • We kept the momentum up for the fast-paced Twestival audience, and key Twestival global organiser Amanda Rose went to Ethiopia in April to drill wells with Twestival money. Video feeds and twitter commentary kept this present and relevant to Twestival supporters.
  • Choose a global cause – charity: water was a very ethical charity, aiming to get clean water to the 1bn on the planet who don’t have it Involvement commitment - Cities had to commit a reasonable amount of information – contacts etc before we gave them a city platform eg: www.twestival.sydney.com, linked to and therefore verified by the .com Ticketing and donation partners - They had to agree to submit their donations through global partners Messaging &amp; PR support - We provided global press materials with local templates – to provide guidance, not rules. Press releases, logos etc Sponsor support – blogs etc
  • Professionals donated time in every city – and brought their contacts with them Standard press work – press releases, media spaces, calling journalists, offering interviews etc Use of @twestival stream – complimented by Twitter ‘buzz’, blogging cities round the world Targeting Twitter’s big names = High-profile ‘Re-tweets’ – Jonathan Ross, 10 Downing Street, Hugh Jackman etc People wanted to be involved, to show they were part of it, on their blogs, on twitter and offline.
  • Twitter was on the cusp of being a big news story, and a big-volume site, it grew 1,382% from Feb 08-09 ‘ First’ factor, in terms of movements on twitter Obama - the ‘digital president’ – fortnight of his inauguration Celebs on Twitter – Jonathon Ross, Britney Spears etc Most journalists we wanted to reach were long term twitter users and advocates – plus get some good press for the power and positivity of twitter Early-adopters are noisy, and twitter is full of them!
  • Some cities, were like London Twestival One – wrapped up in the fun of the community feeling and event… … so they didn&apos;t all make as much money as they hoped Knowledge about how to get event sponsors and donations, how to talk to brands is important to convey Make the point of donation/purchase as easy as possible
  • It’s so viral – one click and you pass it on to thousands People want to tell others about their passions. People like to publicise their charity Causes work well online – from chocolate bars to presidents Asking people to support without commitment of physical volunteering - Shel Israel: “It gives you an opportunity to get engaged without actually becoming a volunteer” People engage quicker with networks they trust Twitter is so transparent and open
  • Twitter doesn’t suit the hard sell - bring them to the cause first Work in stages - easy to get supporters &amp; draw people to events They may well become evangelists before they become donators Influencers Look at ways to get them to donate incrementally micro-donations
  • Some cities, were like London Twestival One – wrapped up in the fun of the community feeling and event… … so they didn&apos;t all make as much money as they hoped Knowledge about how to get event sponsors and donations, how to talk to brands is important to convey Make the point of donation/purchase as easy as possible
  • Twestival - Twitter For Charities

    1. 1. Twestival Jaz Cummins Prepared for the Media Trust Twitter for Charities event July 9 th 2009
    2. 2. Agenda <ul><li>What is Twestival </li></ul><ul><li>How did we fundraise </li></ul><ul><li>Conclusions </li></ul><ul><li>Questions </li></ul>
    3. 3. <ul><li>What is Twestival? </li></ul>
    4. 4. <ul><li>“ tweet-up with a social conscience” </li></ul>
    5. 5. <ul><li>Digital campaign focussed </li></ul><ul><li>on a live event </li></ul>
    6. 6. <ul><li>24 hours of global twitter </li></ul><ul><li>fundraising for one cause </li></ul>
    7. 7. <ul><li>http://twestival.com/ </li></ul><ul><li>http://twitter.com/twestival </li></ul>
    8. 8. Twestival One <ul><li>September 25 th 2008 </li></ul><ul><li>The brainchild of pub conversation about harnessing the energy of online networks for good </li></ul><ul><li>a “tweet-up with a social conscience” </li></ul><ul><li>300 early adopting Londoners in a bar - raised £500 for London shelter </li></ul>
    9. 9. <ul><li>But...’Twestival’ was the most tweeted and blogged word that day </li></ul><ul><li>Potential energy in spreading the word via twitter and bringing people together from the online world for a good cause </li></ul>
    10. 10. Twestival Two <ul><li>Thinking BIG </li></ul><ul><li>Go global </li></ul><ul><li>Focus attention </li></ul><ul><li>Get big media attention </li></ul><ul><li>Raise more money & awareness </li></ul>
    11. 11. February flagship event <ul><li>12 February 2009 </li></ul><ul><li>Volunteer organisers </li></ul><ul><li>202 cities - $250,000 in two months </li></ul><ul><li>Donations, sponsorship and ticket sales </li></ul><ul><li>New York to Lagos, Tokyo to Beirut, Beijing to Brighton </li></ul><ul><li>An evening of fun, fund- & awareness raising for charity: water </li></ul>
    12. 12. The London event <ul><li>£10k </li></ul><ul><li>800 people @ £5 a ticket </li></ul><ul><li>A raffle </li></ul><ul><li>Bands/ DJs </li></ul><ul><li>Drinks tokens </li></ul><ul><li>Local companies </li></ul><ul><li>Media space </li></ul><ul><li>Sky News live link. BBC Film crew. Telegraph, BBC and Guardian </li></ul><ul><li>Top 10 global bloggers reporting live </li></ul>
    13. 13. The follow up – Twestival Wells <ul><li>Online totaliser: </li></ul><ul><li>Funds raised by city </li></ul><ul><li>Wells built </li></ul><ul><li>Access to clean water provided </li></ul><ul><li>Lead Twestival global organiser Amanda Rose went to Ethiopia </li></ul><ul><li>in April to drill wells with Twestival money </li></ul><ul><li>Video feeds and twitter commentary </li></ul>
    14. 14. Twestival Three <ul><li>Twestival Local </li></ul><ul><li>Encourages local groups of Twitter </li></ul><ul><li>users to host events in aid of their favourite charities </li></ul><ul><li>September 12 th 2009 </li></ul>
    15. 15. Twestival Four <ul><li>Twestival Global 2010 </li></ul><ul><li>February 12 th 2010 </li></ul>
    16. 16. What do we tweet about <ul><li>How the planning is going </li></ul><ul><li>New partners & cities </li></ul><ul><li>How we’re feeling </li></ul><ul><li>Milestones </li></ul><ul><li>Replies & Re-tweets </li></ul>
    17. 17. <ul><li>How did we fundraise? </li></ul>
    18. 18. <ul><li>100s of volunteer hours </li></ul><ul><li>no staff costs </li></ul><ul><li>no expenses </li></ul><ul><li>no overheads </li></ul>
    19. 19. Volunteers <ul><li>Quick-turnaround and grass-roots nature meant people offered </li></ul><ul><li>their skilled time for free – ‘to feel part of it’ </li></ul><ul><ul><li>Legal advice </li></ul></ul><ul><ul><li>Tech support & equipment </li></ul></ul><ul><ul><li>Printing & IT </li></ul></ul><ul><ul><li>Photography </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Event support </li></ul></ul>
    20. 20. Sponsors & Partners <ul><li>Sponsors were keen to get involved </li></ul><ul><li>The kudos of the association - influential audience </li></ul><ul><li>Covered costs </li></ul><ul><li>Let us use their facilities </li></ul><ul><li>Promoted us </li></ul><ul><li>Offered advice </li></ul>
    21. 21. Global fundraising partners <ul><li>TipJoy – global donation service </li></ul><ul><li>Amiando – global event management service </li></ul>
    22. 22. Twitter friendly <ul><li>Great, twitter friendly services - Increase participation & visibility </li></ul><ul><li>Offer ‘Tweet’ when you use them eg: </li></ul><ul><li>“ Jaz has just donated £10 to @twestival” </li></ul><ul><li>“ Jaz has just booked her ticket for @LDNtwestival” </li></ul><ul><li>People spread the word every time they get more involved. </li></ul>
    23. 23. <ul><li>Digital campaign focussed </li></ul><ul><li>on a live event </li></ul>
    24. 24. At the events <ul><li>Costs covered by donations </li></ul><ul><li>Sponsors for items – drinks, DJs, food etc </li></ul><ul><li>Straight into the fundraising pot: </li></ul><ul><li>Ticket sales </li></ul><ul><li>Raffles – branded prizes </li></ul><ul><li>Drink tokens </li></ul>
    25. 25. Online Twestival projects <ul><li>Twestival FM </li></ul><ul><li>Artists, musicians and labels </li></ul><ul><li>Bloc Party, Erol Alkan, Imogen Heap </li></ul><ul><li>Donated tracks </li></ul><ul><li>Music fans voluntary payment or ‘tip’ </li></ul>
    26. 26. Online Twestival projects <ul><li>Online auction </li></ul><ul><li>Hosted by eBay </li></ul><ul><li>Items donated by brands and individuals </li></ul><ul><li>Experiences relevant to the twitter audience </li></ul><ul><li>Business-consultancy session from top entrepreneur, </li></ul><ul><li>‘ Date’ with top industry thought-leader </li></ul>
    27. 27. Global fundraising <ul><li>Choose a global cause </li></ul><ul><li>Involvement commitment= resource access </li></ul><ul><li>Ticketing and donation partners </li></ul><ul><li>Messaging & PR support </li></ul><ul><li>Sponsor support </li></ul>
    28. 28. PR - Planned <ul><li>Professionals donated time & contacts </li></ul><ul><li>Traditional PR activities </li></ul><ul><li>Use of @twestival stream </li></ul><ul><li>Influentials - Targeting Twitter’s big names </li></ul>
    29. 29. PR – The ‘Twitter’ effect <ul><li>Twitter was on the cusp of being a big news story </li></ul><ul><li>‘ First’ factor </li></ul><ul><li>Obama - the ‘digital president’ </li></ul><ul><li>Celebs on Twitter </li></ul><ul><li>Journalist users </li></ul><ul><li>Early-adopters </li></ul>
    30. 30. <ul><li>Conclusions </li></ul>
    31. 31. Twitter & Causes <ul><li>Self-publicising </li></ul><ul><li>Talking about Twitter </li></ul><ul><li>Display causes & passions </li></ul><ul><li>Transparency & trust </li></ul><ul><li>Viral – one click = 1000s </li></ul>
    32. 32. <ul><li>“ [Social Media] gives you an opportunity to get engaged without actually becoming a volunteer” </li></ul><ul><li>Shel Israel </li></ul>
    33. 33. Take people in stages <ul><li>Cause </li></ul><ul><li>Evangelists - Influencers </li></ul><ul><li>Public support & events </li></ul><ul><li>Micro-donations </li></ul>
    34. 34. <ul><li>Questions </li></ul>

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