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CAF

Charities Aid Foundation


CHARITY SECRET WEAPONS PART 2 - YOUR TWITTER ACCOUNT

Most charities now have the obligatory Twitter account but how many of us have figured out how to use it to translate online support into real-life support?

A couple of weeks ago I spoke to Kathryn Llewellyn , CEO of UK charity Positive Women, about how Twitter has been an unexpectedly powerful tool in their work to support women and children in Swaziland.

Their Twitter Christmas and Valentine’s appeal pulled in over £10,000 each in donations - and got 30,000 people to watch a campaign video using targeted tweets.

WHAT WORKED FOR POSITIVE WOMEN?

1. Opening their personal little black books to locate any high profile friends and contacts that could act as champions and retweet their appeals.  This led to Joseph Morgan – soon to become star of the Vampire Diaries – coming on board and bringing a large number of (mostly teenage, mostly female!) followers to the charity’s door.

2. Reaching out to the most active Twitter supporters (those retweeting or responding to tweets regularly) and inviting them to take a semi-formal role as part of the “Positive Women Twitter Crew”. These champions have gone on to lead their own fundraising drives from as far afield as Brazil, Russia and the Ukraine.  

3. Keeping the tone of voice human rather than corporate and putting a strong emphasis on taking time to thank and engage with followers on a daily basis. 

4. Making all Twitter appeals specific and time-limited - for example, “Help us reach our target of £10,000 by midnight Friday”

Despite being a small charity, this approach has helped Positive Women secure over 13,000 Twitter followers and raise tens of thousands of pounds in a short period of time. Kathryn believes that this enables the charity to punch above their weight when talking with potential partners.

Find them on the Positive Women website or on Twitter @Positive_Women.

WE CAN HELP

If you would like to develop your fundraising and need some expert, cost-effective support contact the team on 03000 123 334.