What is twitter and how it can be used in your NonProfit web marketing strategy

Twitter is a social networking tool that allows users to share short (140 characters or less) text blurbs about what they are currently up to. Sending a message or a “tweet” is sort of like sending a text messag, except it can reach an unlimited audience and is not directed at a specific individual.

Companies have successfully been able to tap into the explosion of twitter. In 2008 Dell made $3M off of promotions made available only to people following them on twitter. 2009 sales projections are very promising due to the incredible growth rate Twitter has seen (In 2008 Twitter saw a 752% increase in new users).

Nonprofits can learn from the successes in the commercial sector by harnessing the power of twitter. In fundraising with nonprofits, building relationships is key. Twitter should not only be used as a way of getting the word out about events, blog postings and news; but should be a way of connecting with your supporters. How do you do this? Follow your followers! Read and listen to what issues are impacting their lives and use that information to create more insightful and targeted advertising campaigns.

A lot of organizations say “why bother?” or “it seems like a waste of time”. My advice is to give it a try – you have nothing to lose and a lot to gain. At first the concept of Twitter will confuse you. “Who cares what I’m up to”…well the answer to that question is that almost 5 million users per month do.

Start by posting three current events going on in your organization per week to get you comfortable with the system. Also ensure your blog is set up to auto-post articles to your twitter account. Next, make it a habit to research current events in the news pertaining to your cause. Post the article on your page to promote discussion and “re-tweets”.