Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The role of Twitter in Fundraising, Institute of Fundraising Convention 2010


Published on

A presentation with Jonathan Waddingham from JustGiving and Jacqui O'Beirne from Dogs Trust at the Institute of Fundraising National Convention, 5th July 2010

Published in: Business, Technology
  • Be the first to comment

The role of Twitter in Fundraising, Institute of Fundraising Convention 2010

  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. <ul><li>Digital Strategist at JustGiving
  3. Manage JustGiving’s social media strategies
  4. Research online (giving) trends to provide insight
  5. Focus on social network integration</li></ul>About us...<br /><ul><li>Founding Partner at beautiful world
  6. Works with charities on fundraising, marketing and communications
  7. Online, offline and integrated
  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. Join the NFPtweetup flock<br />@NFPtweetup<br /><br /><br /><br />
  10. Top 20 sites in the UK<br />How many are social?<br /> 11.<br />Facebook 12.<br /> 13. MSN<br />YouTube 14. LinkedIn<br />BBC Online 15.<br />Yahoo! 16.<br />eBay UK 17. PayPal<br />Windows Live 18. Flickr<br />Wikipedia 19.<br />Twitter 20. Apple Inc<br />Source:, 1 July 2010 <br />
  12. 3%<br /><br />2%<br />Twitter<br />46%<br />Facebook<br />JustGiving referral traffic<br />
  13. BETA Facebook app demographic stats<br />Users are mostly female (57%) and the four biggest groups are: <br />Female 25-34 (21%)<br />Female 35-44 (17%)<br />Male 25-34 (13%)<br />Male 35-44 (13%).<br />
  14. Twitter demographics<br />
  15. Facebook demographics<br />
  16. Social network users are older than you think...<br />37<br />(Source:<br />
  17. Cutting through the cr-apps<br /><br />
  18. TweetDeck<br />
  19. Justcoz<br /><br />
  20. JustTweeting (BETA)<br />
  21. JustTweeting (BETA)<br /><br />
  22. DogsTrust, Twibbon & JustGiving<br />Dogs Trust Twibbonfundraising experiment<br />
  23.<br />
  24. Twibbon supporters<br />
  25.<br />
  26. The results<br /> <br />
  27. The results<br />
  28. The results<br />£1,074<br />Total raised<br />179<br />Donations<br />£6<br />Average donation<br />10%<br />Donation conversion<br />
  29. The results<br />40%<br />1,682<br />Existing donors<br />Prospects<br />21%<br />New donors<br />39%<br />Anonymous donations<br />
  30. 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 <br />
  31. Twibbon – its traditionalfundraising equivalent?<br />The social web version of a pin badge campaign<br />
  32. Tweetsgiving<br />
  33. 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 />
  34. 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 />
  35. 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 />
  36. Tweetsgiving – its traditionalfundraising equivalent?<br />The social web version of a telethon<br />
  37. Twestival<br />
  38. Twestival – what it was<br />Tw(itter)+festival<br />National and international fundraiser organised using Twitter<br />Conceived by a group of media professionals, wanting to use Twitter 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 />
  39. 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 />
  40. 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 />
  41. Twestival – its traditionalfundraising equivalent?<br />A mass-participation fundraising event –e.g. Macmillan Coffee Morning<br />Or a charity ball – with a difference<br />
  42. Haiti & the DEC appeal<br />
  43. 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 />
  44. 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 />
  45. 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 />
  46. Measurement of social media<br />
  47. Measurement – using ViralHeat<br /><br />
  48.<br />Measurement – of Twitter<br />
  49.<br />Measurement – of Twitter<br />
  50. Integrated measurement – using postrank<br /><br />
  51. Integrated measurement – using postrank<br />
  52. Integrated measurement – using Scoutlabs<br /><br />
  53. Integrated measurement – using Google Analytics<br />
  54. 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 />
  55. Carry on the conversation...<br />Jonathan Waddingham<br /><br /> @jon_bedford<br /><br /><br />Search LinkedIn<br />Rachel Beer<br /><br />@rachelbeer<br /><br /><br /><br />