Using Twitter for Fundraising
First Posted on Medium: The Value of a Tweet: $174 per Donor — Medium
I’ve been fundraising to build a school in Laos with Pencils of Promise. If you breakdown the sources of donations that I received, Twitter
is was the other social media channel that I used to promote my campaign to the public.
This means that almost 10% of my donations have come from Twitter.
The average donation size from Twitter has been $147.
(Note: This is not a pure apples-to-apples comparison; there are slight differences in methodology, Klear takes total amount raised by the Kickstarter campaign divided by number of mentions, and to level the playing field for campaigns that have been running for different lengths of time, they normalised the value of the tweet by dividing it by how long the tweet has been live for. I exclude all other donations (because I know exactly where they came from, be it a direct ask or from my Facebook account), and only include anonymous donations that are most likely to be from Twitter. I also don’t normalise it.)
Special shoutout to Andrew Coppin from Sydney, Australia, who was my 8th donor (lucky 888 Mr Coppin!) and my first Twitter donor.
Who exactly are my Twitter followers?
As of 11 Nov 2015, my 2,942 Twitter followers are:
2x more likely to have a net worth of >$1M
2X more likely to have gone to grad school
2X more likely to have a home value greater than $500,000
However, if you look at average household income, there is only a 5% difference between my followers and the rest of Twitter for the highest income category.
- My guess is that this is because most of my US followers are likely to be Silicon Valley Startup / Entrepreneur / VC / Investor tweeps (inferred using Wireless Carriers AT&T, interests, lifestyle)
- This is in line with a bio search using Social Rank and Followerwonk, though I can’t estimate the total number
- For those type of Tweeps, net worth comes from stocks or carry and not from average household income
If you are a US marketer, the amount of data that you can derive from Twitter audience insights is pretty amazing.
Note: This campaign is over and I completed funding my first school in December 2015. I then raised another $50,000 and 3 schools have been built in Laos to date. I’m fundraising for my 4th school now. You can donate here.