Social networking and microblogging site Twitter has been an interesting tool in the world of media and journalism due to its immediacy in raising awareness of issues (like the recent Ontario/Quebec earthquake) or telling multiple different angles of a news story as they happen (like during the G20).
But what kind of a role does it play in other industries? Like not-for-profits and charities, for example.
There’s no question Twitter is only as valuable as the community you’ve been able to build and engage around you. And if there’s someone who knows about engaging online communities (especially within the context of not-for-profits) it’s social media expert and author of Unmarketing: Stop Marketing, Start Engaging, Scott Stratten.
Stratten, better known as @Unmarketing to his Twitter followers, proved last year that Twitter is a surprisingly effective forum for not-for-profits when he hosted a “Tweetathon” (it’s like a marathon to raise money for a cause, done through Twitter) and raised over $15,000 in 12 hours.
This year, in fact today, he’s rallying his 60,000+ followers to help him raise $25,000 in 12 hours for a boy named Tanner, who is dying from Duchenne’s Muscular Dystrophy, and his family who wants to renovate their basement so Tanner can live at home in his final year or so that he has left.
“I had heard Tanner's story getting ready to go to BlogHer since I had signed up for the charity walk,” says Stratten. “Then I found out his aunt is a friend of mine, and that made it hit really close to home. At that point I had to do something more.”
And he has. The friend, Catherine Conners (known for her blog HerBadMother) says at first she was reluctant to ask for help, but after simply sharing Tanner’s story people became invested. As his needs grew, people began asking what they could do to help.
“Scott Stratten from Unmarketing was particularly forceful, in the most awesome way,” says Conners. “I told him that I was a bit uncomfortable about asking my community for support, and he simply said: ‘I'm not. I'll do it.’ And off he went, and set up the UnTweetathon and Auction.”
As of 12:51 p.m. Stratten has raised over $16,000, more than half of the ideal goal. Actually, the part that may be even more impressive is that Scott, being who he is, had raised more than $10,000 even before the Tweetathon technically began at 9:00 a.m. EST this morning.
Clearly this is an excellent example of how having a large, dedicated and engaged Twitter following can achieve immense feats in terms of fundraising and raising awareness of a cause. However, it’s important to note the person who is behind the Tweetathon and his/her influence is quite likely an integral variable to consider in terms of implementing an effective fundraising campaign on Twitter.
“It’s the great rallying tool,” says Scott. “It's real-time, which always helps with a cause and momentum. Not-for-profit's need to be careful though. It's not a place for cyber-begging. You can't just open a Twitter account and ask for money. Social media is a relationship platform, not a campaign.”
The Tweetathon is being held until 9:00 p.m. EST. You can follow along on Twitter with the hashtag #Tutus4Tanner and find out more about the Tweetathon itself here.
Conners has also listed a number of other ways people can get involved.
“I'm happy for people to show their support in whatever way feels most comfortable,” says Conners. “If that means donating, awesome. If that means wearing a tutu (I'll be wearing tutus all week at the BlogHer conference in New York), that's also awesome. If it just means hugging their kids - or any loved one - and cherishing the time that they have, that is - really, truly - awesome, too. If this ends up just being about the love, it's all good. That's an awesome legacy.”
Image grabbed from @herbadmother's TwitPic Feed.
UPDATE: As of 4:13PM @Unmarketing's Tweetathon had raised $21,416.28.
UPDATE: The Tweetathon successfully reached its goal of $25,000+ for Tanner and his family. Congratulations to @Unmarketing, @HerBadMother and everyone who donated. You did an outstanding job.
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