IoF National Convention 2010 - the role of Twitter in fundraising

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How charities are using Twitter to fundraise, how different types of appeals bring different results, their traditional fundraising equivalents and how to measure your activity.

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  • Is it important?Is it scalable?Replicable?Sustainable?What should we measure and how?What is the value?What if it goes away?
  • Q. How many are social?Almost allof themThe web is now socialHow does this influence the way you use them to reach – and engage – your audiences?
  • Trends: Proliferation, evolution, consolidationFacebookGeolocationMicrobloggingApps
  • 22 Million in the UK
  • 66% of people come to JG from FB newsfeed, only 1% from the FB inboxUsers are mostly female (57%) and the four biggest groups are: Female 25-34 (21%)Female 35-44 (17%)Male 25-34 (13%)Male 35-44 (13%).
  • The web is perfect for enabling the coming together of disparate communities
  • 2,111
  • … but achieved national and international media coverageAnother trend – supporter-generated events and collaboration with charities
  • Social media presence has long been regarded by many fundraisers as difficult for charities to directly monetise but people texting ‘GIVE’ to 70077 has so far raised over £161,000 despite being promoted almost exclusively on twitter.
  • Raising awareness of your brandWith influencers, including journalists, celebs and politiciansWith the general publicGenerating engagementConversations with fundraisers/supporters/service usersThis network can carry your messages to a wider audienceListening/monitoringWhat’s going on in the worldWho cares – and who cares the mostFinding out what people thinkLow cost market research – instant focus group at your fingertipsSpeedFastest way to get message out, and to get feedbackLow cost way to reach large number of peopleMost tools are free – it’s just the cost of your timeHow might this improve your cost per acquisition?
  • IoF National Convention 2010 - the role of Twitter in fundraising

    1. 1. The role of Twitter in fundraising<br />Rachel Beer<br />Founding Partner<br />beautiful world<br />Jonathan Waddingham<br />Digital Strategist<br />JustGiving<br />
    2. 2. <ul><li>Digital Strategist at JustGiving
    3. 3. Manage JustGiving’s social media strategies
    4. 4. Research online giving trends to provide insight
    5. 5. Focus on social network integration</li></ul>About us...<br /><ul><li>Founding Partner at beautiful world
    6. 6. Works with charities on fundraising, marketing and communications
    7. 7. Online, offline and integrated
    8. 8. Creator of NFPtweetup</li></li></ul><li>What we’ll cover<br />Overview of the social web<br />How to make the most of opportunities on Twitter<br />Case studies of charities using Twitter to fundraise<br />How to measure Twitter – and other social media<br />Your questions – throughout<br />
    9. 9.
    10. 10. Join the NFPtweetup flock<br />@NFPtweetup<br />www.nfptweetup.org.uk<br />slideshare.net/nfptweetup<br />www.facebook.com/nfptweetup<br />
    11. 11. How many are social?<br />Top 20 sites in the UK<br />Google.co.uk 11. Amazon.co.uk<br />Facebook 12. Blogger.com<br />Google.com 13. MSN<br />YouTube 14. LinkedIn<br />BBC Online 15. Wordpress.com<br />Yahoo! 16. Guardian.co.uk<br />eBay UK 17. PayPal<br />Windows Live 18. Flickr<br />Wikipedia 19. Dailymail.co.uk<br />Twitter 20. Apple Inc<br />Source: Alexa.com, 1 July 2010 <br />
    12. 12. Social media<br />are proliferating, and continuallyevolving<br />
    13. 13. The adoption curve: 2008/09<br />ASHTON KUTCHER BEATS CNN TO 1 MILLION FOLLOWERS<br />STEPHEN FRY ON JONATHAN ROSS TALKING TWITTER<br />STEPHEN FRY WAXES LYRICAL ON BBC.CO.UK<br />PLANE CRASHES IN HUDSON RIVER<br />NEWS GOES GLOBAL IN MINUTES VIA TWITTER<br />IRAN ELECTION PROTESTS TREND ON TWITTER <br />
    14. 14. 3%<br />JustGiving.co.uk<br />2%<br />Twitter<br />46%<br />Facebook<br />JustGiving referral traffic<br />
    15. 15. BETA Facebook app demographic stats<br />
    16. 16. Twitter demographics<br />
    17. 17. Facebook demographics<br />
    18. 18. Social network users are older than you think...<br />37<br />(Source: pingdom.com)<br />
    19. 19. Cutting through the cr-apps<br />http://oneforty.com/<br />
    20. 20. TweetDeck<br />
    21. 21. Justcoz<br />http://justcoz.org/<br />
    22. 22. JustTweeting (BETA) by @simonpainter<br />http://justtweeting.org.uk/<br />
    23. 23. JustTweeting (BETA) by @simonpainter<br />http://justtweeting.org.uk/<br />
    24. 24. Dogs Trust Twibbonfundraising experiment<br />
    25. 25. http://twitter.com/dogstrust/status/8850734779<br />
    26. 26. Twibbon supporters<br />
    27. 27. www.justgiving.com/Valentines-Twibbon<br />
    28. 28. The results<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
    29. 29. The results<br />£1,074<br />Total raised<br />179<br />Donations<br />£6<br />Average donation<br />10%<br />Donation conversion<br />
    30. 30. The results<br />40%<br />1,682<br />Existing donors<br />Prospects<br />21%<br />New donors<br />39%<br />Anonymous donations<br />
    31. 31. Did this work?<br />Why did it work?<br />£1,218<br />13:1<br />60p<br />Net income inc Gift Aid<br />Return on investment<br />Value per Twibbon?<br />Great existing community<br />Clear call to action<br />Timely – Valentine’s day<br />Easy to add the Twibbon<br />Easy to donate<br />Provided options<br />Fun<br />Find out more at http://bit.ly/JGTwibbon <br />
    32. 32. Twibbon – it’s traditionalfundraising equivalent?<br />The social web version of a pin badge campaign<br />
    33. 33. Tweetsgiving<br />
    34. 34. Tweetsgiving – what it was<br />Epic Change launched Tweetsgiving in November 2008<br />48-hour celebration of gratitude and giving<br />Launched 2 days before the US Thanksgiving holiday<br />The ask was to tweet about something you were grateful for<br />And donate to build a classroom in Arusha, Tanzania<br />Imagined and built entirely by volunteers in six days<br />
    35. 35. Tweetsgiving – results<br />Raised over $10,000 in two days<br />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<br />Created a community of support for Epic Change, who would give to future online fundraising campaigns<br />$41,658 raised to date<br />
    36. 36. Tweetsgiving – why it worked<br />It was different<br />The fundraising proposition was tangible<br />The need was clear<br />It was emotive<br />Focused on a 48-hour window<br />Different options to support<br />
    37. 37. Tweetsgiving – it’s traditionalfundraising equivalent?<br />The social web version of a telethon<br />
    38. 38. Twestival<br />
    39. 39. Twestival – what it was<br />Tw(itter)+festival<br />National and international fundraiser organised using Twitter<br />Conceived by a group of media professional, wanting to use social media for social good<br />• A global Twestival for Charity: Water in Feb 2009 raised $250,000<br />• 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<br />• The third Twestival, in March 2010, saw cities all over the world raise funds for Concern Worldwide<br />
    40. 40. Twestival – results<br />Last Twestival, in March 2010 for Concern Worldwide –<br />Total global events:<br /> • $462,632.54 raised / c.£305k<br /> • Average per attendee: $32.74 / c.£21.59<br />Total UK events:<br /> • c.£70k raised<br /> • 26 events<br /> • Average donation c.£20<br />London event:<br /> • Almost £12k raised<br /> • Average per UK attendee: c.£22<br />Glasgow £7k, Plymouth, Cornwall and Bristol all £5k+ each<br />
    41. 41. Twestival – why it worked<br />Raised brand awareness – a big issue outside Ireland<br />Niche – Conceived for Twitter and its users<br />Organised for, not by, the charity – so little resource required<br />Little or no cost overhead –so produced a good ROI<br />
    42. 42. Twestival – it’s traditionalfundraising equivalent?<br />A mass-participation fundraising event –e.g. Macmillan Coffee Morning<br />Or a charity ball – with a difference<br />
    43. 43. Haiti & the DEC appeal<br />
    44. 44. Haiti & the DEC appeal – what it was<br />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." <br />DEC Chief Executive Brendan Gormley<br />"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.<br />
    45. 45. Haiti & the DEC appeal – results<br />“People texting ‘GIVE’ to 70077 has so far raised over £161,000 despite being promoted almost exclusively on Twitter.”<br />£161k<br />
    46. 46. They were no experts – but learnt by doing, and from partner charities<br />The biggest risk was *not* getting involved – an opportunity cost<br />Low cost – the barrier to entry is still small<br />Primarily a way of creating discussion within communities<br />Strengthen existing membership, increase trust in the DEC<br />Lessons from the DEC<br />
    47. 47. Measurement of social media<br />
    48. 48. Measurement – using ViralHeat<br />http://viralheat.com/<br />
    49. 49. http://tweetreach.com<br />Measurement – of Twitter<br />
    50. 50. http://bit.ly/info/SMguide<br />Measurement – of Twitter<br />
    51. 51. Integrated measurement – using postrank<br />https://analytics.postrank.com/<br />
    52. 52. Integrated measurement – using postrank<br />
    53. 53. Integrated measurement – using Scoutlabs<br />http://www.scoutlabs.com/about/<br />
    54. 54. Integrated measurement – using Google Analytics<br />
    55. 55. In summary, where Twitter can add value…<br />Raising awareness of your brand – and your campaigns<br />Generating engagement = actions<br />Listening/monitoring<br />Findingout what people think<br />Getting messages out quickly<br />Reaching large numbers of people at little cost<br />
    56. 56. Carry on the conversation...<br />Jonathan Waddingham<br />jonathan@justgiving.com<br /> @jon_bedford<br />http://blog.justgiving.com<br />slideshare.net/jwaddingham<br />Search LinkedIn<br />Rachel Beer<br />rachel@hellobeautifulworld.com<br />@rachelbeer<br />www.hellobeautifulworld.com<br />slideshare.net/rachelbeer<br />www.linkedin.com/in/rachelbeer<br />

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