Twitter筹款的10条必读贴士
近两年用Twitter筹款越来越普遍。Twitter已经为各种公益事业筹到数十万的善款，同时也有效地提高大家对这些公益事业的认识。
但说到在Twitter筹款也并非易事，说来还是要讲究技巧。我们请了一些筹款高手讲讲他们的一些经验和心得。
1.先要培养一个积极的社区
首先，必须切记：Twitter只是社区群体力量的反照；它不是“捐款机器”。人们才是款额的来源。
我们都知道向别人伸手要钱是很别扭的。所以，在你向人们提出任何要求之前，首先需要培养一个对你的公益事业感兴趣的社区。
商业顾问丹尼·布朗（Danny Brown）组织的的12for12k挑战募捐活动是用社会媒体广泛接触人群的成功案例之一。布朗说，最重要的技巧之一就是要极力推动社区的积极性。
“当有人在Twitter提到你主办或支持的公益事业，你需要从各个层面去欢迎他们、鼓励他们，让他们快乐地奉献。时刻与群体更新你事业的每一步进展，也要向他们的捐款表示公开的谢意。
2. 清晰、简短地描述你筹款的目标
推广信息的时候要清晰、简短地描述你筹款的目标。让大家明白为什么他们应该关心这件事，详细说明他们的付出将如何让其他人得益。尽管这听起来像是想当然要做的事，其实很多时候我们都会在鼓动人们参与的时候忘记强调 “怎么做”以及“为什么做”
筹款机构Twestival（推乐园）是利用Twitter在地方范围、全球范围全方位筹款的绝佳事例。2009年，超过1000 名志愿者和10,000名捐款人筹集了高达753,000美元的善款。其中26.4万捐向Charity Water。剩下的款项分别捐给了当地的135个福利机构。
Twestival创始人阿曼达·罗丝（Amanda Rose）解释说，鼓励人们发挥自己的技能与长处来筹款是这次活动成功的主要原因。
罗丝还说，“Twestival的成功是因为它让大家做一些他们平时没有机会去做的事. 没有一次付出是不重要的，就看你怎么发挥它的长处。”
Epic Change的 CEO斯泰西·蒙克（Stacey Monk）创办了Twitter筹款活动Tweetsgiving，她和她的团队在48小时里不停地向捐款的人们表示感谢，不论他们捐款的数额大小。2009年11月, Tweetsiving筹集了不下11,000美元。
蒙克说，数字化的时代必须要具备简洁扼要的表达能力。“人们已经习惯在一毫秒之内分解140个字符，” 她思索着。“你的筹款信息必须能让人们迅速地、简单地理解并开始参与。”
3.创造讨论和兴趣
炒作你的公益事业与筹款活动非常重要——必须让你的事业显得与众不同，脱颖而出。响亮的口号或标签（hashtags）、独特的丝带头像是一些创造独特品牌的简单技巧。
布朗说，在早期品牌化自己的筹款活动是他所做过的最明智的选择。“早些时候注册我们的#12for12k标签，并创立一个独特且容易好识的12for12k头像真的帮了我们不少。
举办筹款比赛也是一个让人们兴趣大增的有效方法。布朗在超级碗决赛期间举办的Twitter斗嘴大赛获得大量捐款（当时对赛的维京队和牛仔队都在支持海地赈灾）
与当地的小型企业和艺术家联系起来是另一种激动人心的方法。往往希望为公益奉献的人们总能想到创新的办法，为你的活动吸引其他人的注意力。
“我们当地的音乐家们，自己都赚不够钱，却还是会开办演出为我们筹集捐款。”罗丝说。“这样一来，一般不上Twitter的人也能了解到我们的公益事业。”
4. 一个优秀的后台资源
尽管Twitter有很多各式各样的功能，用它来吸引眼球并不保证你能把钱拿到手里，
罗丝说起人们经常走入类似的误区，“筹资并不单单是让Ashton Kutcher或任何一个有很多关注者的人锐推你主办的活动推。”她说，“那样做不是在筹资，是在提高关注度。Twitter筹款可以让真正的草根阶层的人们参与你的目标”
罗丝大部分时候用Twitter实行众包和粘贴相关资料的链接。她主张，“最终还是需要一个优秀的后台资源支撑着你的Twitter宣传。”
5. 线下活动要做得好
当我们能享受一些Twitter上的便捷交流，我们人类还是需要面对面的交流。无论是推友之间的线下小聚，一个节日，一次集会还是一次演唱会，线下的活动对你的筹款项目是至关重要的。
布朗认为结合线上与线下才能给乐于奉献的人全方位的体验。“我希望人们多用一些类似于Foursquare的应用程序融合被地理标签的（geo-tagged）的筹款活动，或是用Social Scavenger举办公益挑战，”布朗说。“一位上网的用户可以按照网络feed的步骤指导网下的用户，告诉他们挑战的细则。”
Twestival是线下的公益活动绝佳例子。除了提供志愿者们的活动场地之外，Twestival 还是一个平台：它能鼓励人们积极线下聚会并由此了解自己的社区。线上能推动线下的交流，线下的聚会又能相辅相成地让线上宣传显得更有吸引力。
罗丝说线下活动能推动人们为Twestival捐钱出力。 “社区是Twitter最主要的元素，” 罗丝说。“Twestival把社区聚在一起，创出新的投入方式。在北卡罗莱纳的纳什郡，有些志愿者们制作了一个短片并在活动开始之前在线上召集了很多人。他们把捐款瓶子放在城中心接受（观影人群的）捐款。”
6. 计划、准备、执行，然后走开
就像任何一种使用社会媒体的企业，你对你在Twitter所发出的信息并不在你的掌控之中。利用社会媒体筹款是很难控制的。培养了社区、表明意图并做好宣传之后，或许就让事态自行发展。
蒙克说自己在制作Tweetsgiving时所犯的最大错误时，她说是“要求过多，计划过密。”
过于细节的计划组织了任何意外进展的发生。这并不是让你把一切都交给命运，只是说社区的创造力、奉献精神、协作效应是不能强求的。换句话说，你能期待意外发生，但不能强求。
“说句实在话，任何热词或趋势要真正流行起来都是需要一点魔法。”蒙克想着说。“你的计划需要留一点能让幸运女神钻进来的空间。”
7. 认可志愿者与捐款人的努力
（你真棒！RT@chrishuer 很高兴宣布今年@socialmediaclub正式开始支持@twestival。真希望我能做得更多。）
认可个人的努力非常有效，尤其用Twitter语式。无论是在博客中提及，在网站上的一张图，一条感谢推，还是一个小礼物袋，你都应该向他们所付出的时间和精力致意。线下活动时候可以颁发奖状以表彰志愿者，让整个筹款活动更喜庆。
奖励他人的制度与方式也可以带些创意。公益活动不纯粹是为了比谁筹集或捐出了最多的款额。它也关乎目标、坚持与团队合作。任何环节付出的人都应该得到认可与表扬。
8. 为捐款者们即时更新进程与需求
（真不敢相信我们做出了这么多！@MamaLucy的照片中为TweetsGiving ’09 筹资修建的教室与图书馆）
支持者与需要支持的人们之间的关系在每一次活动都会更近；在活动发生之后也应该继续拉近。人们会希望看到自己的钱如何在影响其他人。他们这样才会有明年回来继续付出的动力。
蒙克喜欢让Tweetsgiving社区的人们直接与受助人们接触。“当我们有网络工具，人们自然应该互相有接触。坦桑尼亚的Twitterkids 和他们父母、老师们的TweetsGiving参与是又一个成功案例。”
Epic Change筹款支持的孩子们也能与他们的支持着们通过Twitter直接对话。
9.时刻关注发展中的关系
（别让上周六时参加的@CampInteractive活动的结束成为你投入的句号。登录htttp://campinteractive.org了解如何成为志愿者、捐款或其他。）
看到有钱进帐只是志愿者、捐款者和组织者参加非营利性活动的众多奖励之一。除了为重要的有意义的事业筹款之外，人们汇集到一起为了同一个伟大的目标也会有心灵的收获。的确，社区是这一切的基石。
罗丝认为她很注意每一个Twestival帮助形成的不同群体。她说，“Twestival创造了很多人们持续在支持的当地慈善机构。”
这可不就是最重要的吗？
10. 总结经验，再接再厉
无论你筹款成功还是差了一点，你总会有进步的空间。与你的支持者们互相之间要沟通计划中哪一步非常出彩，哪一步出了差错。虚心接受相关的批评和建议。保持你的幽默与机智。
开头脑风暴会议，集思广益。调查一下其他基金会如何用Twitter筹款，但不要试图复制他们的计划——群众的眼睛是雪亮的。
积极地追梦，积极地发推。最后，表扬一下自己的公德心。
来源:Melissa Jun Rowley，Feb. 26, 2010, http://mashable.com/2010/02/26/twitter-fundraising/
转载请注明：文章转载自：E惠社[http://www.ecauses.org]
本文标题：Twitter筹款的10条必读贴士
本文链接: http://www.ecauses.org/2010/06/23/10-tips-for-successful-twitter-fundraising/
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