7 Tips for Fundraising Organizations on Twitter

5 Jul

Knowing the ins-and-outs of social media platforms can make a big difference in promoting your fundraiser. Twitter, for example, has features unique to the platform that are essential for fundraising organizations to quickly get the word out and engage with supporters. In fact, a recent Nonprofit Communication Trends Report, 76% of nonprofits are on the micro-blogging platform Twitter.[1]

Maintaining a Twitter account isn’t too complicated. However, to use Twitter to its full-potential, there are a few nuances about the platform to keep in mind. To get started on using Twitter like a pro, here are 10 tips to help you with fundraising on Twitter:

  1. Post Often

Tweets fly by fast. According to Twitter’s website, 500 million tweets are sent every day.[2] With a 140-character limit, Twitter encourages users to tweet and retweet multiple times a day. If you have planned daily content, spread your tweets for coverage throughout the day. This will improve your visibility and opportunities for engagement with followers.

  1. Take Advantage of Hashtags and Mentions

Twitter is where hashtags take off. There are plenty of active hashtags available to get your fundraiser plugged into the conversation. Conduct a Twitter search for hashtags that are relevant to your organization and fundraiser. As a rule of thumb, you’ll want to use broad hashtags that are no longer than two words. Hashtags that are too long or specific will tend offer lower rates of engagement.

If you’re referencing a partner, person or place, be sure to use their mentions to tag them in the tweet. This will make the tweet visible to both of your followers for more reach.

  1. Use Twitter to Keep Supporters Updated

Use Twitter to publically thank supporters for helping your fundraiser. If a user is thanked, they are likely to retweet it and expand the reach of your campaign. If you’re working with a partner, volunteers or are receiving ongoing support, send them updates through Twitter. Their public contribution to your fundraiser is also likely to get a retweet.

  1. Focus on Engagement

The key to an effective Twitter campaign is follower engagement. Twitter has recently made its algorithmic timeline the default setting for all users. This allows users large followers and engagement to show higher in the timeline than other accounts.

One method of increasing your engagement is to regularly favorite and retweet articles, links, videos and images that are relevant to your fundraiser. By sharing content from other accounts, you are opening yourself for discussion while at the same time offering your followers something to see.

  1. Use a Link Shortener

A key feature that make Twitter unique is the 140-character limit, including links and attachments. Take advantage of link shortening sites like bit.ly to give your tweets more room to work with. Also, monitor of your engagement rate by tracking activities like replies and retweets around your links. This will give you greater insight on the type of content that you followers enjoy.

  1. Follow and Retweet Relevant Tweets

Twitter is great for branching out and maintaining connections with organizations and influencers. For example, if you’re using Twitter for your school’s athletic department, it may be in your interest to follow College and Professional sports personalities and official accounts. This will allow you to pitch your organization and join conversations about relevant topics.

  1. Maintain an Editorial Calendar

Spend some time every month to plan out some of your tweets. Although the format of Twitter is more conducive for news updates and interactions with followers, maintaining an editorial calendar will ensure that you’ll always have content to publish for the month. Planning the pieces of your editorial calendar will also help you better align your tweets to other promotional strategies.

The attraction of social media is it allows people to have conversations about things that are important to them. Engage with your supporters frequently and develop content that they will enjoy. Keep our 7 tips in mind and you’ll soon see spikes in your Twitter activity.

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[1] John H. “2016 Nonprofit Communications Trends”. John Haydon. http://www.johnhaydon.com/2016-nonprofit-communications-trends-infographic/

[2] Alexei O. “Tweets Per Day”. Business Insider. http://www.businessinsider.com/twitter-tweets-per-day-appears-to-have-stalled-2015-6

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