Charities and nonprofits must use social media. All social networks and social media sites in the world have a collective presence of more than three billion people. Twitter accounts for a substantial part of that outreach. According to one study conducted by the Dartmouth Center for Marketing Research of the University of Massachusetts found that 86% of charities and nonprofits have a presence on Twitter and 71% of them reported the social media being useful for fundraising. The same study highlighted that 97% of charities and nonprofits use YouTube and 92% use Facebook. While both YouTube and Facebook are popular platforms, Twitter has a distinct advantage for charities.
A Glimpse of Charities with Substantial Presence on Twitter
Some of the charities and nonprofits that have used Twitter effectively over the years are The Stroke Association, National Forests Foundation, American Heart Association, National Education Association, Nonprofit Quarterly, Charity:Water, NOAA’s Ocean Service, Code.org, Pencils of Promise and Dallas Museum of Art. A few of these have over a million followers on Twitter, but this doesn’t really matter as some people and companies have been caught buying followers from sites like http://www.thelikesgod.co.uk that sell them cheap.
Why is Twitter Useful for Charities?
All social networks have some significance for their active users. Twitter is one social media site that has the most active influencers. Facebook is more popular among its users for friendly engagement. Instagram is more popular among celebrities and their fans. Pinterest is more popular among hobbyists. Twitter is used more popular among activists, professionals, entrepreneurs, politicians, journalists, media organizations and public personalities. Twitter is a more matured platform where people often engage in serious discussions and correspondences. There is a substantial problem of fake news and misinformation but that is common on all social networks.
Charities need to reach out to people who can make a contribution to their causes. This is more likely to happen on Twitter. High net worth individuals across the world use Twitter. They are not just present but also active. They speak on current affairs, express their opinions on serious matters affecting the world and all the people, they galvanize public opinion and can also influence others to take appropriate actions in specific cases.
Charities can champion their causes, spread the word, share what they are doing in their respective fields and invite donations on Twitter. The responses on Twitter would be much more receptive, encouraging and fruitful than the reactions on Facebook and Instagram among other social networks. Charities can bring to light issues that need to be heeded and Twitter can be the perfect amplifying platform for such purposes.