Learning how to use facebook and twitter to raise money for the CDA

My personal pet project since September 1st has been to raise $10,000 for the Canadian Diabetes Association. December 5, 2009 is the deadline: that is the date of the Reggae Marathon in Negril, Jamaica that I am running in.

In addition to this it has become a crucible for experimenting with social media (twitter, linkedin, facebook) in a business-line manner. While my experience is not unique, I have learned how to use social media more effectively. This learning is directly relevant to businesses.

Here is my experience:

• I use my personal blog as the hub: training updates, press releases, media coverage, fund raising forms. http://mykalsreport.blogspot.com/2009/10/hows-training-for-reggae-marathon-going.html. All of my promotional activity drives users to the blog.


• I tweet the fund raising every day. I try for catchy headlines such as, "9 degrees in Wasaga, 29 degrees in Negril ... hot, hot, hot http://mykalsreport.blogspot.com/2009/09/mad-dogs-englishmen-in-noon-day-sun.html". My twitter name, "@Chris_Morales".
  
• Facebook of course: Daily posts plus a facebook group http://www.facebook.com/home.php?#/group.php?gid=42928009310&ref=ts. I ask my friends to 'Share'. I've also sent emails directly to my friends.


• Direct emails to my personal contact list.

Half way through the campaign I'm up to $1,300 in contributions. Expected that. Key learning: message too unfocused, no sense-of-urgency.

Moving forward here is the modified plan:

1. Public speaking events. I spoke to a group of runners recently: http://mykalsreport.blogspot.com/2009/10/running-is-my-life-goals-and-motivation.html Another event is scheduled for the end of October.


2. Sent out a request for sponsorship. Following up on that now. Too early for results


3. Planning a fund raising event in November to reach young adults.


4. Increasing the frequency of communication via twitter, facebook, linkedin, on-line groups and direct emails.


5. Focusing more directly on "donations" versus "running"

Most importantly, a stronger call-to-action highlighting the sense of urgency, ie, "Donate now". Like everything in life, the strongest lesson I've learned is "Urgency". The deadline date of December 5 drives results. Everything to-date sets the stage for the final push during the last week of November. Stay tuned...