I’m intrigued by my friend Rachel’s suggestion to blog about Twitter. I know her background is primarily serving nonprofits — and that’s where the “non-traditional” viewpoint comes from. It’s true that contests and customer service have far less applicability when the Twitter account is connected to an association, a charity or a service organization.
Twitter, as in blogging or any online presence representative of ANY organization (corporate, for profit, non profit), should share the stories of the organization.
Those stories can be shared in 140 characters (pro tip: limit to 120 for re-sharing ease) or can link to web content (i.e. blog posts). Ideally, the organization is using Twitter to drive followers to content on the organization’s home base — it’s website — where the engagement and interaction can be measured and managed.
If Twitter followers are inclined to follow organizations only because they’re providing special offers, coupons, contests, etc. then this approach is not going to attract that kind of user. With genuine, regular engagement the interaction will be real and meaningful (contest interaction rarely is).
Remember, with nonprofits, the endgame typically involves fundraising and donations that keep the organization acting on its mission. It’s relationship development, and all interaction, no matter the vehicle, should keep that in mind.
I think the idea of sharing your stories is key to the success of a non-profit, whether it’s in 140 characters, or on a blog or some other platform. The stories are what make the non-profit what they are, especially if you can share them in the voices of those who have benefited from your organization.
having said that, I wouldn’t rule out contests and customer service. As you point out, a big part of a non-profit’s communication deals with fundraising. I know plenty of organizations that raise those funds thru “contests” of sorts, such as golf tournaments. It’s a little different than just retweeting something to win a gift card, but I do believe that SOME non-profits could even do that sort of thing, as a way of raising awareness, but you need to be careful and do it right.
I think the Salvation Army does a great job with what we call “gamification” with their online red-kettle campaign. You create a “team” that is there to help you raise money. While there are no prizes, the game is the thing. It’s a challenge. You want to raise more than the other teams.
@KenMueller I agree and was struggling with that aspect of it a bit. I think we need rciprotti to provide some orgs for which contests and customer service don’t apply.
@Marijeanrciprotti In some cases it might not be that they don’t apply. It’s just that traditionally we haven’t thought in that direction. And we certainly need to approach them from a different perspective.
I previously worked for a statewide arts advocacy organization – that was one example. Others could include professional associations, local government agencies, and almost any very small non-profit.
I’m not implying that All non-profits fit into this mold. Certainly, huge nationwide groups like the Salvation Army have the ability to run large contests. But, believe it or not, not all non-profits or service organizations are desperate for funds.
My sister is the president of a statewide group for engineers. They aren’t in need of money so much as members. The org doesn’t and won’t have new content every day where they can drive traffic. She needs to be Tweeting content that is relevant to the field and acting more as a curator than a traffic driver.If their Twitter feed is useful to engineers, engineers will follow it. And aren’t they more likely to become members after that?
A Twitter feed can be a service to its followers rather than mainly a marketing tool, and for non-traditional orgs I think this is the best route. Being a useful aggregator/disseminator/font of information, you build loyalty and trust among your followers, you foster good relationships with the people and groups whose content you promote, and you provide a needed service.
~Rachel
I previously worked for a statewide arts advocacy organization – that was one example. Others could include professional associations, local government agencies, and almost any very small non-profit.
I’m not implying that All non-profits fit into this mold. Certainly, huge nationwide groups like the Salvation Army have the ability to run large contests. But, believe it or not, not all non-profits or service organizations are desperate for funds.
My sister is the president of a statewide group for engineers. They aren’t in need of money so much as members. The org doesn’t and won’t have new content every day where they can drive traffic. She needs to be Tweeting content that is relevant to the field and acting more as a curator than a traffic driver.If their Twitter feed is useful to engineers, engineers will follow it. And aren’t they more likely to become members after that?
A Twitter feed can be a service to its followers rather than mainly a marketing tool, and for non-traditional orgs I think this is the best route. Being a useful aggregator/disseminator/font of information, you build loyalty and trust among your followers, you foster good relationships with the people and groups whose content you promote, and you provide a needed service.
~Rachel rciprotti
As the primary communicator of a local nonprofit, I view social media as a relationship builder first and foremost. By sharing stories, statistics and links, whether to our website or blog or to other health and human service organizations’ messages, we are helping people to understand what our focus is. The more they understand about us, the more likely they are to support us as volunteers or donors.
Customer service definitely applies! Whether a nonprofit considers donors, clients, or both to be “customers,” we must be responsive to their questions and concerns.