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Twitter for Nonprofits: A Guide to Using Twitter for Community Building, Advocacy, and Fundraising

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frank barry
frank barry

Well cover Twitter for beginners using real-world case studies drawn from the nonprofit and commercial sectors Demonstrating how Twitter can be used to build community, increase engagement, fundraise and much more.

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Twitter for Nonprofits By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge) Twitter – Fastest growing social media platform in the world
Twitter for Nonprofits Using real-world case studies drawn from the nonprofit and commercial sectors, we'll answer the following questions: ,[object Object]
How does Twitter work?
How big is the Twitter base?
How are nonprofits and commercial groups using Twitter?
Is Twitter really valuable?
Does it really work for online community building, advocacy, and fundraising?
What's the future of Twitter? ,[object Object]
What is Twitter? 4
My 1st Tweet http://myfirsttweet.com/1st/franswaa
What is Twitter? Twitter describes itself as, “a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?” Microblogging (huh?) Outbound Communication Listening/research Conversation Community building Sales Customer Service Marketing And more … Source: http://commoncraft.com/twitter
How does Twitter work? 7
How does Twitter work?: The Basics … Source: http://commoncraft.com/twitter
How does Twitter work?: Anatomy … # of people you are following # of people following you # of tweets you’ve sent Where you add your “tweet” @ messages sent to you The timeline to view what you and your followers are saying Direct (private) messages sent to you Tweets marked favorite Search Top trending topics
How does Twitter work?: Terms to know …
How does Twitter work?: Terms to know … Tweet Message “@” ReTweet “RT” Hashtag “#”
How does Twitter work?: Search … Resource: http://commoncraft.com/twitter-search
How does Twitter work?: Conversation … Follow interesting and conversational people Share “what you’re interested in” or “what has your attention” Ask and answer questions Participate in conversations Be … Human Interesting Helpful Newsworthy Conversational Source: http://www.flickr.com/photos/dominicspics/1135876473/sizes/l/
How big is the Twitter base? Show me the stats 14
How big is the Twitter base?: By the Numbers … ,[object Object]
More than 7 million unique visitors in the US for the month of February 2009 (note: this number represents visitors to www.Twitter.com and does not include API or mobile Twitter usage)
The service grew 1,382% year-over-year in February 2009
21 mil US visitors in July 09
27 fold growth in one (1) yr
35-54 is largest segment
12-17 & 18-24 segments growingSource: http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html
How big is the Twitter base?: By the Numbers … Source: Social Networking Survey for Nonprofits by NTEN, The Port and Common Knowledge
How big is the Twitter base?: By the Numbers … Source: Social Networking Survey for Nonprofits by NTEN, The Port and Common Knowledge
How big is the Twitter base?: CNN vs. Ashton … Source: http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html
Commercial Names on Twitter … 19
CNN 20
Ashton Kutcher 21
Oprah 22
Adventure Girl 23
Starbucks
Starbucks
Dell
Comcast Cable
Nonprofits Doing it Right … 28
Nonprofits Doing it Right … Resource: http://mashable.com/2009/03/19/twitter-nonprofits/
American Red Cross 30
American Civil Liberties Union (ACLU) 31
The American Cancer Society 32
Greenpeace 33
The Humane Society 34
The Leukemia & Lymphoma Society (LLS) 35
Lance Armstrong Foundation (LIVESTRONG) 36
Lance Armstrong 37
National Wildlife Foundation 38
ChildFund
Athletes for a Cure
Twitter Fundraising …Some real life examples 41
Christmas Future Campaign: Tweetmas Future Fundraising Goal: $20,000 Actual: $17,535 Time Period: Dec 16 – 25 2008
Epic Change Campaign: Tweetsgiving Fundraising Goal: $10,000 Actual: $11,131 372 contributors $29.92 avg gift Time Period: Nov 25 – 27 2008
12for12k Campaign: Tweet-a-Thon Fundraising Goal: $12,000 Actual: $15,549.69 Time Period: Dec 1 – 31 2008 Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/
Charity : Water Campaign: Twestival Actual: $250+k
Operation Smile Campaign: 140Smiles Fundraising Goal: $33,000 Actual: $9,120 In-Process Time Period: May 31 -- ?
Operation Smile September 09 47

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Twitter for Nonprofits: A Guide to Using Twitter for Community Building, Advocacy, and Fundraising

  • 1. Twitter for Nonprofits By Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge) Twitter – Fastest growing social media platform in the world
  • 2.
  • 4. How big is the Twitter base?
  • 5. How are nonprofits and commercial groups using Twitter?
  • 6. Is Twitter really valuable?
  • 7. Does it really work for online community building, advocacy, and fundraising?
  • 8.
  • 10. My 1st Tweet http://myfirsttweet.com/1st/franswaa
  • 11. What is Twitter? Twitter describes itself as, “a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?” Microblogging (huh?) Outbound Communication Listening/research Conversation Community building Sales Customer Service Marketing And more … Source: http://commoncraft.com/twitter
  • 12. How does Twitter work? 7
  • 13. How does Twitter work?: The Basics … Source: http://commoncraft.com/twitter
  • 14. How does Twitter work?: Anatomy … # of people you are following # of people following you # of tweets you’ve sent Where you add your “tweet” @ messages sent to you The timeline to view what you and your followers are saying Direct (private) messages sent to you Tweets marked favorite Search Top trending topics
  • 15. How does Twitter work?: Terms to know …
  • 16. How does Twitter work?: Terms to know … Tweet Message “@” ReTweet “RT” Hashtag “#”
  • 17. How does Twitter work?: Search … Resource: http://commoncraft.com/twitter-search
  • 18. How does Twitter work?: Conversation … Follow interesting and conversational people Share “what you’re interested in” or “what has your attention” Ask and answer questions Participate in conversations Be … Human Interesting Helpful Newsworthy Conversational Source: http://www.flickr.com/photos/dominicspics/1135876473/sizes/l/
  • 19. How big is the Twitter base? Show me the stats 14
  • 20.
  • 21. More than 7 million unique visitors in the US for the month of February 2009 (note: this number represents visitors to www.Twitter.com and does not include API or mobile Twitter usage)
  • 22. The service grew 1,382% year-over-year in February 2009
  • 23. 21 mil US visitors in July 09
  • 24. 27 fold growth in one (1) yr
  • 25. 35-54 is largest segment
  • 26. 12-17 & 18-24 segments growingSource: http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html
  • 27. How big is the Twitter base?: By the Numbers … Source: Social Networking Survey for Nonprofits by NTEN, The Port and Common Knowledge
  • 28. How big is the Twitter base?: By the Numbers … Source: Social Networking Survey for Nonprofits by NTEN, The Port and Common Knowledge
  • 29. How big is the Twitter base?: CNN vs. Ashton … Source: http://blog.comscore.com/2009/09/changing_demographics_of_twitter.html
  • 30. Commercial Names on Twitter … 19
  • 37. Dell
  • 39. Nonprofits Doing it Right … 28
  • 40. Nonprofits Doing it Right … Resource: http://mashable.com/2009/03/19/twitter-nonprofits/
  • 42. American Civil Liberties Union (ACLU) 31
  • 43. The American Cancer Society 32
  • 46. The Leukemia & Lymphoma Society (LLS) 35
  • 47. Lance Armstrong Foundation (LIVESTRONG) 36
  • 52. Twitter Fundraising …Some real life examples 41
  • 53. Christmas Future Campaign: Tweetmas Future Fundraising Goal: $20,000 Actual: $17,535 Time Period: Dec 16 – 25 2008
  • 54. Epic Change Campaign: Tweetsgiving Fundraising Goal: $10,000 Actual: $11,131 372 contributors $29.92 avg gift Time Period: Nov 25 – 27 2008
  • 55. 12for12k Campaign: Tweet-a-Thon Fundraising Goal: $12,000 Actual: $15,549.69 Time Period: Dec 1 – 31 2008 Source: http://12for12k.org/2009/03/19/the-12for12k-twitter-tweet-a-thon-for-share-our-strength/
  • 56. Charity : Water Campaign: Twestival Actual: $250+k
  • 57. Operation Smile Campaign: 140Smiles Fundraising Goal: $33,000 Actual: $9,120 In-Process Time Period: May 31 -- ?
  • 61. 140 Characters for 140 Smiles Campaign September 09 50
  • 63. It’s not just another megaphone to yell at people with Twitter Tips – STOP! Source: http://www.flickr.com/photos/william-hamon/1658466013/sizes/o/
  • 64. Twitter Tips - 101 There are some basics you need to know to get started Answer the question “Why am I on Twitter?” Think about how Twitter fits into your overall online/offline strategy Identify staff participants Identify your audience Find people to follow Determine how often you will participate Know your tone, identity, language, interests, relationship Source: http://www.flickr.com/photos/ekinarabaci/2858427273/sizes/l/
  • 65. Being human is key to succeeding in Twitterville Fill out your entire profile Use a human picture Speak in a human voice Be a person and an organization Present the personal angle to org. issues Sincerity, transparency, and democracy Twitter Tips – Humanize it! Source: http://www.flickr.com/photos/kk/14450415/sizes/l/in/set-514662/
  • 66. It’s about the people, relationships and community Listen Participate regularly Engage with your followers & fellow tweeters Be ready to learn from your followers Retweet, respond, ask, and follow Twitter Tips – Participate! Source: http://www.flickr.com/photos/notsogoodphotography/503637906/sizes/o/
  • 68. How does Twitter work?: Resources … Twitter Help Twitter’s Getting Started Guide Twitter’s How-To Guides Twitter’s Troubleshooting Guides Twitter in plain English Twitter search in plain English
  • 69. The End … We appreciate your time! Frank Barry Managing Consultant Blackbaud www.blackbaud.com frank.barry@blackbaud.com @franswaa (http://twitter.com/franswaa) Jeff Patrick President & Founder Common Knowledge www.commonknow.com jpatrick@commonknow.com Ph: 415.543.7600 @commonknow (http://twitter.com/commonknow) 58