Twitter Marketing Best Practices for Nonprofits
Like many other technologies, Twitter offers countless benefits for nonprofits. This includes building connections with potential donors, easily sharing your mission and boosting your organization’s reputation in the public sphere. However, to enjoy these benefits, you must create a strategy that considers the unique features and qualities of this platform.
Read on for seven best practices to adopt to market on Twitter successfully.
1. Research Your Audience
Using Twitter to build both relationships with potential donors and awareness of your mission is brilliant. But you can’t improve your marketing efforts on this platform if you don’t know your audience and what they want.
Of all the recent digital trends, taking a data-driven approach to customer connection is one of the most significant. To provide the best experience possible, you need to find out as much information as possible about the audience you want to reach on Twitter. Collect demographic data that speaks to how your customers think and behave.
It’s also essential to gather information about how your potential donors engage on Twitter. For example, what kind of content do they consume the most? Are they engaging with other nonprofits on the platform? How much time do they spend on Twitter?
Once you find out what your audience wants to see on Twitter, do your best to give it to them.
2. Publish Relevant and Engaging Tweets
You could hit the refresh button every few seconds and a new set of tweets would load on your timeline each time. So you can only imagine how many tweets your audience sees whenever they log on to the platform.
You must publish relevant, engaging tweets regularly to stand out on Twitter and get your followers to engage with you. With other organizations, businesses and people rolling out new tweets every second, tweeting daily is ideal, but regardless of frequency, make sure your tweets are relevant and engaging.
Most tweets should not contain an ask. Talk about your mission. Let your followers know what’s going on with your organization and what you’re working on accomplishing next. Tweet about news and shout out your donors, particularly after they make a contribution or volunteer their time. Retweet your followers’ tweets, as well as those from experts and other nonprofits in your industry.
3. Leverage Paid Ads
People of all generations use social media platforms — and though they use social media differently, it’s essential to appeal to everyone, including Gen Z donors. Supplementing your organic tactics with paid ads can help you reach all of your audience segments on Twitter.
Create ads that appeal to specific groups in your target audience. These groups could be based on age, gender, occupation, location, last engagement with you on Twitter or a combination of different factors.
Then, when you’re ready to publish your ads, you can filter who sees them by the criteria you chose. This will help ensure that your ads remain relevant and will be put in front of the users who’re most likely to engage with them.
4. Use Your Profile to Your Advantage
Your profile page is a secret weapon in ensuring your marketing efforts are successful on Twitter. You can provide critical details about your organization on your profile. You can also use it to drive traffic to your website, blog or other social pages.
To successfully advertise with your banner, you’ll need to create a design that’s unique to your nonprofit. Include your name, bio, location, organization start date, and category or niche. Also, there’s space for one link — this is valuable real estate, so choose that link wisely. Furthermore, you can turn on tips to collect donations from supporters on the platform.
5. Experiment With Twitter Spaces
Experimenting with every feature Twitter has to offer isn’t a bad idea. Twitter Spaces is the latest feature to explore. You can have live, audio conversations with your audience. Give it a try and open discussions related to your cause.
Click on the microphone icon and explore what Twitter Spaces is all about. See which nonprofits are using this feature and take note of the conversations they’re having. From there, create your own spaces to discuss your mission, industry trends and other topics to engage donors and prospects.
6. Engage With Your Twitter Community Daily
In addition to Twitter Spaces, continue engaging with your Twitter community as much as possible. The more meaningful interactions you have with your followers, the better the chance of you convincing many of them to support your mission outside of shares and likes on social media.
Sparking up interesting conversations with your audience opens the door for more. Work your way up to engaging with your Twitter community daily. And be sure to respond to comments, shoutouts, and direct messages as quickly as you can.
7. Analyze Your Performance
You won’t be able to use Twitter to its full potential if you don’t collect data on what’s working and what isn’t. Use data to make better-informed decisions about what you should change.
You can use Twitter’s built-in analytics tools to look at data on your followers and tweets. You can also click on each of your tweets to view its activity. You can learn how many impressions and how much engagement the tweet has, as well as how many profile visits and new followers it prompted. Use data to make informed decisions about how to adjust your marketing techniques on Twitter productively and proactively.
Twitter can be a powerful marketing tool for nonprofits. You can better connect with potential donors on this platform and bring attention to your mission on a broader scale. Take full advantage of Twitter marketing by implementing all of these best practices.
Indiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. She is also an expert on business operations, leadership, marketing, and lifestyle.