Twitter for Good: a non-profit must-read on how to change the world one tweet at a time.

2 Nov

Technology is changing us, and we now have the unique opportunity to find innovative ways to use technology to help change the world. Twitter is one tool in the process.  As a simple platform where open communication reigns, Twitter elevates the individual voice; the strength of its platform is the strength of the users. In this way, individual activism can change the world.

– Claire Diaz-Ortiz

InTwitter for Good, Claire Diaz-Ortiz, the head of corporate social innovation and philanthropy for Twitter, gives non-profits a game plan to accomplish this vision of changing the world one tweet at a time.

Claire writes about a five-step framework for non-profits to be a force for good and shares the stories of groups and individuals such as Room to Read who use this framework. She calls it T.W.E.E.T. (Target, Write, Engage, Explore, Track).

Here’s what she says about each step:

(1)   Target It’s important for non-profits to answer the essential questions, “Why is my organization using Twitter?” If you can’t answer the question and are on Twitter, Claire says you’re likely wasting valuable time and resources. Here are the three most common types of Twitter accounts held by non-profits:


  • Informational accounts – tend to have a professional tone
  • Personalized Accounts – take on the voice of a key individual within the organization
  • Fundraising Accounts – have a specific fundraising purpose


(2)   Write Tweet like Kanye.  Using the example of rapper Kanye West, whose un-edited and humorous tweets have gotten a lot attention, Claire advises non-profits to follow Kanye’s example when getting started on Twitter:


  • “Bite the bullet” and get started with enthusiasm.
  • “Let it all hang out” and  “err on the side of over-exuberance” as you begin a Twitter campaign.
  • “Fail fast” and don’t be afraid to try new things to find your Twitter feet.


(3)   Engage Use hashtags wisely, respond with @replies and use lists. Claire has tons of advice in this department. She warns that using too many hashtags in a single tweet will make it look like spam and that having way more re-tweets than tweets of your own will make it look like you have nothing to say. Asking questions in your tweets is a great way to engage your followers.


(4)   Explore – Keep your eyes open for new information and potential new followers. Don’t live in a bubble. Claire tells an exploration success story of Abby Falik, the CEO of Global Citizen Year and the connection she formed with author and New York Times journalist Nick Kristof.


(5)   TrackMeasure your progress. Claire suggests several potential metric points, including the number of tweets per day/week/month, Percentage of tweets with photos, and the number of @mentions. She warns not to measure success by the number of followers you have. With a single re-tweet, your influence is potentially limitless.

Thanks for sharing your expertise, @ClaireD . We’ll see you on Twitter.

If you don’t have a Twitter account, get started using Claire’s T.W.E.E.T. framework today. Don’t forget to follow @Fundly to learn more about our social fundraising platform and for all the latest in the world of non-profits, fundraising and social media.


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