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