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IoF National Convention 2010 - the role of Twitter in fundraising

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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IoF National Convention 2010 - the role of Twitter in fundraising

  1. 1. Rachel Beer Founding Partner beautiful world Jonathan Waddingham Digital Strategist JustGiving
  2. 2. • Founding Partner at beautiful world • Works with charities on fundraising, marketing and communications • Online, offline and integrated • Creator of NFPtweetup • Digital Strategist at JustGiving • Manage JustGiving‟s social media strategies • Research online giving trends to provide insight • Focus on social network integration
  3. 3. 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
  4. 4. @NFPtweetup
  5. 5. 1. 11. 2. Facebook 12. 3. 13. MSN 4. YouTube 14. LinkedIn 5. BBC Online 15. 6. Yahoo! 16. 7. eBay UK 17. PayPal 8. Windows Live 18. Flickr 9. Wikipedia 19. 10.Twitter 20. Apple Inc Source:, 1 July 2010
  6. 6. Social media are proliferating, and continually evolving
  8. 8. 46% Facebook 3% 2% Twitter
  9. 9. 37 (Source:
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  17. 17. £1,074 Total raised 179 Donations £6 Average donation 10% Donation conversion
  18. 18. 40% Existing donors 21% New donors 39% Anonymous donations 1,682 Prospects
  19. 19. Great existing community £1,218 Net income inc Gift Aid Clear call to action Timely – Valentine‟s day 13:1 Return on investment Easy to add the Twibbon Easy to donate Provided options 60p Value per Twibbon? Fun Find out more at
  20. 20. The social web version of a pin badge campaign
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. The social web version of a telethon
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. A mass-participation fundraising event – e.g. Macmillan Coffee Morning Or a charity ball – with a difference
  29. 29. "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. 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
  30. 30. “People texting „GIVE‟ to 70077 has so £161k far raised over £161,000 despite being promoted almost exclusively on Twitter.”
  31. 31. 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
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  37. 37. Raising awareness of your brand – and your campaigns Generating engagement = actions Listening/monitoring Finding out what people think Getting messages out quickly Reaching large numbers of people at little cost
  38. 38. Jonathan Waddingham Rachel Beer @jon_bedford @rachelbeer Search LinkedIn