Social networks and fundraising, Part 1

Shortly before Thanksgiving, a post on Twitter asked me and others on this friend’s network of “tweets” to consider helping in the building of a classroom in an African village. The link that was embedded in the tweet provided the details necessary to authenticate the appeal, and five minutes and one Paypal transaction later, I was back to work.

I was not alone.

The graphic below shows the pace of giving for this campaign, which successfully raised more than $10,000.

More information on the campaign can be found at the Tweetsgiving web site, and in this post about the project, written as it was underway.

The success of this project should not be misinterpreted, however.

It would be easy to conclude that this illustrates the marketing reach and power of a new medium. Yes, it’s true that this “medium” is powerful. But as others have pointed out, it would be like saying the telephone is a powerful medium, because so much business is transacted over it.

Instead, we have to look at social networking as a new way of communication. Period.

And as long as the means of communication is handled well and for a compelling reason, exciting things can be built — a brand, a reputation … and even a classroom inTanzania.