August 27, 2008
Fund Raising at the Speed of Twitter
Twitter — mini-blogs updated via text message — can raise money fast from the technologically savvy.
Beth Kanter and 250 bloggers, podcasters, and other technology enthusiasts at a Seattle conference raised $2,657 to pay for Leng Sopharath, an orphan in Cambodia, to go to college this year, using the new technology — and by passing the hat at the session — in just 90 minutes. By the end of the conference, the total had climbed to $3,774.
Writing on her blog, Ms. Kanter compared the experience to her earlier efforts on Ms. Sopharath’s behalf. In November 2006, it took three weeks to raise $800, and at the same conference last year, it took about 24 hours to raise the money for her tuition.
But not everyone was convinced that Twitter’s potential as a fund-raising tool was the most important lesson to take away.
“What stands out to me is stories,” wrote one conference participant who commented on the posting. “When you told us about Leng Sopharath’s surgery, I gasped. From your stories she was no stranger to me. Tools and techniques may get worn from overuse, but new stories can always be told.”
What do you think? Has your organization experimented with twitter in its fund raising?
— Nicole Wallace
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I wasn’t present at Gnomedex, where Beth laid down the fundraising challenge, but heard about it via Beth on other channels. The result was such a tremendous testament to the power of digital channels.
The huge caveat, of course, is that Beth is credible, well-known, and has proven her dedication to this & related causes over time. People trust her; she’s influential. This can’t be overstated.
As more causes join Twitter, remember that trust takes time. Results will vary, but that’s no reason not to test the waters (on Twitter and elsewhere). Find influencers that care about your cause and see how they can be engaged to help, too.
Thanks, Beth for demonstrating that it can be done!
— Qui Diaz Aug 27, 01:18 PM #
I don’t think it was the tool – it was network, the story telling, human nature, ability leverage influence through trust, and social capital banked.
Katya Andresen has a great summary of what she thinks worked.
http://www.nonprofitmarketingblog.com/comments/how_to_raise_2657_in_90_minutes/
Chad Norman does too
http://forums.blackbaud.com/blogs/webbythings/archive/2008/08/26/real-time-social-web-makes-fundraising-history.aspx
I’m off to analyzing the results and will report back .. been interviewing donors and tracking who was first donor versus repeat – and motivations. Should be some interesting learning.
— Beth Kanter Aug 27, 03:01 PM #
Beth and Qui both raise good points. The platform isn’t nearly as important as the ability to connect and build relationships.
Twitter and other venues are useful when they are tended to properly.
Beth has become very effective in using Twitter to convey information, ask questions, and spread ideas. This experiment reinforced the value of taking these steps.
— Peter Panepento Aug 27, 03:49 PM #
Peter,
One really important point – the power of offline/online strategy. I got talk about my cause to this group for 30 minutes – face-to-face -heartfelt and with stories. When I put the challenge out there, the conference host handed me $100 and then they started passing the hat. In looking the names on the donor list, at least 60-70% donated online but were in the room. The others came from a combination of contacts from other people in the room using twitter or my blog readers .. again the importance of relationships.
— Beth Kanter Aug 27, 05:00 PM #
The power of relationships is obviously extremely strong. Of course your stories and relationships are the most important, but I’m not so sure about completely discrediting twitter. I’m sure it helped in some fashion whether small or large.
Anyways great job nonetheless.
Justin – Come Check Us Out – www.koinoniasolutions.com
— Justin Sep 4, 02:47 PM #