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I’m cynical and snarky, so don’t hit me for the below 
If you don’t know about David Armano asking for a “favor” on twitter that led to him raising $16,020, then you’ve been living under a rock.
While I’m all for helping great causes, especially ones that involve women who have the balls to leave an abusive relationship, I have a few questions and issues about this one.
- The goal was $5,000. It was exceeded in less than two hours. Yet, people continued to contribute as if they felt the need to be cool enough to be part of this webelebrity’s request. Yeah, I’m sure she needs the additional money. But, before setting this up, they sat there and came up with a goal and thought that $5,000 would be enough to help this family. I really hope they take the $11,020 and use it to help others. But, since no mention of that has been made, I’m guessing not.
- People, Armano included, acted like this was the first time twitter had ever been used to raise money. UMMM, doesn’t anyone remember Tweetsgiving? I know there’s several more, but I’m lazy and don’t feel like searching for them tonight.
- Okay, here’s my biggest question: Armano’s original tweet said, “OK, here’s the favor. It’s a big one. For big hearts. Please help. http://is.gd/eKbo Please retweet.” Note that in the intial request, there’s no mention of a request for money or a donation. According to psychology studies, if you mention money when asking for a donation, people to provide a service to your charity, etc. you’re much less likely to get a “yes”. If you ask for the donation and avoid mentioning money, people are significantly more willing to help. SO… my question is, if Armano’s first tweet had been different (i.e. said the word money and/or donation) would he have raised so much? Would people have retweeted it 226 times? Personally, I don’t think so.
My favorite response to this example is by Tyson spokesperson, Ed Nicholson. I won’t say more because he said everything I feel, but ten times more eloquently.
Posted in Interactive Media, Social Media
Absolutely took a page from Tweetsgiving and wrote about the effort it when it hit the scene (and gave and helped promote it)
http://darmano.typepad.com/logic_emotion/2008/11/what-brands-can-learn-from-a-turkey.html
But at the moment we’re less focused on the case studies.