donate/a/tweet
9/11 Memorial Museum
Issue 33 | December 2014
Agency
BBDO New York
Creative Team
Chief Creative Officers: David Lubars/Greg Hahn Senior Creative Directors: Molly Adler/Mike Sweeney Creative Directors: Peter Albores/Hunter Fine
Production Team
Developer: ID Corps: Brian Cook/Keven Ages
Other Credits
Agency Producer: James Young Assistant Producer: Courtney Fallow Account Team: Neil Onsdorff/Jen Sullivan
Date
September 2014
Background
The National September 11 Memorial & Museum is a place where people honor and remember, but it receives no federal funding. For the 9/11 anniversary, the task was to raise awareness of the museum and increase donations.
Idea
Recent initiatives from other nonprofit causes proved that people love to share the fact that they've donated on social media. That was the inspiration for Donate/a/tweet: the first ever pay-per-character fundraising effort on Twitter. On http://tweet.911memorial.org, users simply type in a message they'd like to share, each character typed in representing a 25-cent donation to the museum. Users log in to Twitter, and PayPal, and the 9/11 Memorial then tweets the message on their behalf, allowing them to share and promote their tweet.
Results
People from all over the country tweeted in their 9/11 donation messages, which were also featured on a Times Square billboard in the days leading up to the 9/11 anniversary. Within hours of the launch, the campaign led to a surge in donations, effectively tapping into a new socially conscious online demographic. More important, the project is ongoing and will continue to raise funds so that future generations will always know about the day that changed our world forever.