This is the completion of the article on Twittering for fundraising by Marc Pitman.
Twitter's Not Just for Broadcasting
Be warned: Twitter is not just a tool to push your message out. The September 2008 BusinessWeek special report had a warning from H&R Block's experience: Amy Worley, who manages [H&R] Block's Twitter program, had to alter her approach. "I went in thinking Twitter was a free way to push our message out," she says. "Big mistake. We learned to listen. We started winning once we let people decide on their own about our services."
For people using Twitter, is has to be a two-way conversation. That is the genius of Twitter: you can form your very own "listening post" and hear what others are saying about the issues that affect your mission. This can help you generate ideas and tell your story better.
What About Fundraising with Twitter
Listening is one thing, but can Twitter really be used for fundraising?
Social media expert, Beth Kanter writes that people will not make a gift just because you tweet. Neither will they give because you start a blog or create a cause on. But, she points to a blog post by Avi Kaplan reporting that a Twitter idea called "Tweetsgiving" raised over $11,000 in just 48 hours!
Kaplan himself gives some great measurements on how "Tweetsgiving" spread around the world. What would it cost your organization to get over 100 press and blogger mentions in over 100 countries using traditional media? On Twitter, it was free.
But NTEN (the Nonprofit Technology Network) reminds us that Twitter isn't the point. Relationships are the point. Relationships have always been the point. The most basic of fundraising secrets is that "people give to people." Twitter is simply one more tool to help people connect with each other. Can your nonprofit afford not to explore all the tools available?
Jump In, the Twitter Stream's Warm!
Why not test it out? Setting up an account is easy and free. Twitter's more interesting if you start following people right away. Nonprofit blogger Mark Hayward (@mark_hayward on Twitter) has a list of 97-yes, 97!-people he suggests following on Twitter. Check them out and follow the people that interest you. It's ok. You're not being invasive or nosey. You are supposed to follow people.
Other ways to find people that work in your field are tools like Search.Twitter.com or Twellow. Search "fundraising" or "nonprofit" or whatever else you're interested in. Whatever your cause is, you can search on to see who is talking about your cause. Simply follow those you find interesting and join in the conversation that's already going on. At first, you'll probably want to just listen. It's amazing how just listening will help you tell your nonprofit's story.
It's as Simple as Having a Conversation
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