A To Do List for Nonprofits Who Want To Start Using Twitter
Twitter has more than 600 million active users and more than 135,000 more joining every day. Nonprofit Organizations have taken longer to get started on Twitter than small businesses, and even those who use Twitter do it in sporadically, without any consistency or strategy. Twitter can be overwhelming, especially for those who are new to social media, but despite the initial intimidation of getting started, it‘s a valuable tool for connecting with the community, and it should be a part of your nonprofit’s marketing plan. Here are a few “to do” items to get you started.
Pick the right image for your avatar. If you’re using Twitter as yourself, upload a professional, friendly photo as your avatar image. It’s how your followers will recognize you, it’s the face they’ll associate with your Twitter account. If you’re creating an account for your nonprofit, use your logo instead. It will help with overall brand recognition for the organization.
Add a bio header image. Pick an image that represents your mission. It can be a photo of a community outreach event, a fundraiser or even a graphic image that tells your story. Text in the header image cannot be used as a link, but it’s still a great opportunity to use text you otherwise wouldn’t have the space for.
Complete your entire profile. A complete profile gets three times the amount of followers as an incomplete one. Add your location, your website address, and most importantly a very strong about section. Keep it very brief, you only have 160 characters, but make sure you use the space to give a very clear description of your mission.
Research hashtags. Do your research and find out which topics and hashtags are trending in your industry, then use them. Using the wrong hashtag is not only a missed opportunity, but it could mean offending your audience and many others as well.
Follow relevant people and organizations. Look for strategic contacts that will help grow your brand. Following the tweets of your target audience serves more than one purpose. You’ll gain insight into what matters to them, problems they have, and their mission focus. They’ll become aware of you and your brand.
Be timely and consistent. People use Twitter because they want to know what’s happening now, not in the past. As such, being timely and posting on current events is important. Stay on top of trends and don’t go off-brand it will only make you look like a spammer. It’s also important to post every day, many people will stop following you if you don’t.
Experiment with promoted tweets. Nonprofits often have limited budgets, especially when it comes to marketing. Social media marketing is a low cost way to reach a wide range of potential supporters with less effort than other marketing techniques. Start slow and find what works best for you.
Acknowledge your twitter followers. Thank the people who follow you and share something useful with them. Make sure you always reply to their messages and comments. Being responsive shows your followers that you want to engage with them.
Frequently asked questions
How does a nonprofit get started on Twitter?
Start by building a complete profile: a recognizable avatar, a header image that reflects your mission, and a clear bio. Then research the hashtags your community uses, follow relevant people and organizations, and post consistently. Engaging with followers and staying timely matters more than posting volume alone.
What image should a nonprofit use for its Twitter avatar?
If you run the account as an organization, use your logo so people recognize the brand. If you tweet as yourself on behalf of the nonprofit, use a professional, friendly photo of your face. Either way, the avatar is what followers will associate with the account, so pick it with care.
How important is it to complete your Twitter profile?
It matters a lot. A complete profile gets about three times the followers of an incomplete one. Add your location, your website, and a strong about section. You only have 160 characters for the bio, so keep it brief and make your mission clear.
How often should a nonprofit post on Twitter?
Post every day if you can. People use Twitter to see what is happening now, so timely posts on current events tend to do best. Many followers will drop off if an account goes quiet, so consistency keeps your audience around.
How do nonprofits find the right hashtags to use?
Research which topics and hashtags are trending in your cause area, then use the ones that fit. The wrong hashtag is a missed opportunity at best, and at worst it can offend your audience. A little homework before you post protects your reputation.
Are promoted tweets worth it for nonprofits with small budgets?
They can be. Social media advertising is a low cost way to reach a wide range of potential supporters with less effort than many other channels. Start slow, find what works, and increase the spend only once you know what connects.