Charities, like businesses, require public relations. Despite charities having differing motives to many businesses, it is still similarly important for them to have a credibly prominent profile in the community they are targeting for donations.
These days there are hoards of charities operating throughout the world. Vying for your dollar as a donation has become competitive as they compete with not only the likes of other charities but businesses too.
USA Today’s Molly Jasinski’s article, ‘Five tips for making your charity’s Twitter a success’ discusses how charities can use Twitter successfully to increase the effectiveness of their public relations campaign.
There’s no doubt that social platforms such as Facebook and Twitter have changed the way we live and communicate today. While many non-profits have been able to see the benefit of being online, Tweeting and gathering followers, many still struggle when it comes to being consistent on Twitter, which experts say is a key way to build a following.
Tip #one: Stay genuine
Woodward said a key factor for non-profits to keep in mind when working with social media is to stay true to their mission and be genuine with your followers.
“At the end of the day, social media isn’t some sort of magic tool that is going to make your organization fabulous or wonderful,” Woodward says. “It takes a dedication to a cause. Your offline work is just as compelling as anything you do online.”
Tip #two: Don’t guilt people
Brigida said that, while NWF sometimes has to send out Tweets asking for donations because of the situation in the Gulf right now, they strive to strike a balance between keeping individuals informed without pushing too often for money.
“Non-profits usually guilt you and ask for money,” she says, “but we’ve retained our followers by being a lighter version of our organization (on Twitter). We don’t want to be too depressing.”
Tip #three: Focus on relationships, connections
Both Woodward and Brigida emphasize Twitter’s usefulness when it comes to making personal connections from an organizational and relational standpoint.
“It isn’t just advertising,” Woodward says. “It’s direct communication with our supporters. We can now engage our supporters in a way that organizations have never been able to do before. By connecting on Twitter, you have a greater chance for making a serendipitous relationship with a person.”
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