Twitter is a unique platform that can be used in many ways to support your nonprofit for fundraising and nonprofit marketing. It's more than just a way to advertise your events and campaigns; it also provides numerous opportunities to connect with your audience.
In this article, I will share tips and tricks to engage your audience using Twitter, including some not so known features like Twitter Tipping and Twitter Newsletters.
Twitter basics
It can be easy to start tweeting without a proper plan. The heart of an effective social media campaign is knowing who you are talking to. According to Statista.com, as of April 2021, Twitter global audience was composed of 38.5% of users aged between 25 and 34 years old, most of whom use it to get news. The second-largest age group demographic on the platform was represented by users aged between 35 and 49 years old, with a share of almost 21%.
You need to put yourself in these users' shoes and see what YOU have to offer that would appeal to them. Once you know who you are talking to and what type of content they respond best to, you can start to plan your tweets around getting their engagement.
One way to plan out your tweets is to use a scheduling tool such as Hootsuite or Canva. By having a plan and schedule, you can be more strategic with your tweets.
Use the 70/20/10 rule - 70% of your posts should provide value, 20% should be shared content, and 10% can be promotional.
In general, to maximize each tweet's effectiveness, include strong wording. You have limited characters, so drill it down and grab attention. Your tweets should be concise and include the most essential information. Think of it as your headline. You can link to a website for more info. You can also use images to add more information. Visual quotes and statistics also tend to do well on Twitter. After all, a picture is worth a thousand words, and including a relevant image with your tweet can boost your engagement rate. Images catch attention and generally lead to them reading the text or clicking on the included link.
Hashtags, or at least relevant hashtags, are essential to use. Hashtags categorize your posts, allowing you to connect with other users and find your audience. You can choose hashtags that are directly related to your nonprofit or event or find hashtags that are related to your industry and what your audience is interested in. Avoid using too many hashtags, as this can make it difficult for your posts to be seen. You should use no more than just a few hashtags per post.
As always, make sure to engage with your audience. I generally spend some time engaging before posting and then again after posting. By sharing content that interests your audience, you can encourage engagement and have open conversations with your followers. You can increase your reputation and draw in new followers by responding to questions and comments. Using hashtags related to your nonprofit in the comments can increase your visibility and expand your reach.
Twitter Tipping Tips
According to Twitter, Tips is a feature that lets you add links to select third-party payment services to your Twitter profile. When you turn on Tips on your profile, people can support you by tapping on your Tips icon to send you money or Bitcoin off-platform via the third-party payment services and platforms you have added.
Creators have been taking full advantage of this feature, and nonprofits can use it to encourage supporters to show their love and appreciation or to help with a special campaign.
You can set up Tips by going to Edit Profile, click Tips, consent to the General Tipping policy, and away you go. Once you have agreed to the General Tipping policy, you will be brought to the Tips settings screen. Toggle Allow tips “on” and choose the third-party service(s) you'd like to use. Add in your third-party service username(s).
Twitter Newsletters Tips
According to Insider, Twitter newsletters might be a great way to grow your Twitter following and monetize your content. Twitter users can now start their own newsletter via a company called Revue. This new venture will allow your organization to generate and publish your own independent newsletters with a paid subscription.
Twitter can be a robust engagement and fundraising platform for your nonprofit. From promoting your events and raising funds to staying engaged with your audience, Twitter can be an essential means of communication and engagement. Using the features of Twitter that allow you to engage with your followers and create engaging content is key to success on Twitter. Keep experimenting with different media types for your posts and see what engages your audience.
Joanne Toller, CFRE (Ret.) has been a professional fundraiser and nonprofit marketing for over 25 years. She is the Founder of The Cause Specialists and currently specializes in digital marketing and fundraising. Throughout her career, she has worked for hundreds of nonprofits on various local and national projects. Her passion lies in teaching with a mission to empower those who empower others. Joanne’s YouTube videos, podcasts, and blog posts focus on preparing charities for digital readiness and online fundraising success. toller@causespecialists.ca
