The document provides tips for using Twitter to build a fundraising pipeline. It recommends searching hashtags to find people with similar interests, engaging followers by asking questions and listening, and using Followerwonk to find potential donors. It also suggests setting up Tweet Deck alerts for hashtags and VIPs, creating Twitter lists to group contacts, publicly thanking donors, and setting up Twitter campaigns or battles to drive donations. The overall message is that nonprofits can use Twitter's social features like hashtags, lists, and alerts to engage supporters and donors, provide updates on fundraising progress, and help fill their fundraising pipeline over time.

1. Tweet and Repeat:
How Twitter Can Refill Your Drying Pipeline #SM4NP

2. #SM4NP
Barriers to success.

3. #SM4NP
If you build it they will come.
Take time to build your Twitter following.
• Search hashtags for people with similar interests.
• Engage your followers. Build rapport. Ask questions.
Listen.
• Use Followerwonk to find people
who mention your cause/interest
in their bio.
• See if you larger prospective
donors ($100,000+ are active
on Twitter)

4. #SM4NP
Followerwonk 101.
Keep in mind that many
people say Boston
College differently:
Proud BC alum.
BC Eagle
BC ’07
Search ‘em all!

5. #SM4NP
On Twitter? Respond for godsakes.
Before, we had to
call, connect with
an agent, and get
help.
(Now it’s a robot)
We email brands
and hope to get
a response.
(typically 24- 72
hours, but can be
up to two weeks)
In this instant
age (text, etc.),
we expect
instant service.
Instant gratification. Instant help.
robot icon by Sotirios Papavasilopoulos

6. #SM4NP
Use Tweet Deck alerts.
“I am a proud Eagle who made…”
#WeAreBC

7. #SM4NP
How to set up a Tweet Deck alert.
1. 2. 3.

8. #SM4NP
It’s always a good idea to
publicly thank and recognize
your donors.

9. #SM4NP
Have alerts for VIPs.
• If a fundraiser has a VIP donor, set up a Tweet Deck alert
for their handle.
• You can also use a service called Encore Alert (pricey, but
you won’t miss anything) to
guarantee you’ll know when
they tweet and your social
media manager can respond.
• Use Google alerts for their
name so your account
can tweet about their
accomplishments (everyone
loves free PR)

10. #SM4NP
Use Twitter lists. And label them properly.

11. #SM4NP
How to create a Twitter list.
Regardless if it’s public or private,
people will know that they have
been added to the list and what the
list is called.
Do NOT call it
Prospective
$1M Donors!
Prospective $1M Donors

12. #SM4NP
And take it a step further.
• Once you know someone’s Twitter
handle, let your research team
know and add it into the field in
Millennium, etc.
• Fundraisers will appreciate having
another contact method if/when
an email magically disappears. It
will also give them insight into what
this person is passionate about.
• Tell your event team. If someone is tweeting/sharing about
your organization, they probably would make a great volunteer.

13. #SM4NP
Set up a battle.
• If you have access to
celebrities, great. See if
they can entice their
followers to donate to you.
• Set up a “March Madness”
style Twitter battle to see
which part of your
organization/class/person
can get the most donations.

14. #SM4NP
Put a twist on an old favorite.

15. #SM4NP
Have an anonymous donor set up a
Twitter milestone.
• Be sure to use e-mail, Facebook, and other marketing tactics
to make sure people are aware of the cause and to be “on
the lookout for” the tweet.
• And have a “Not on Twitter? Not a problem!” line ready with
a link where they can donate.

16. #SM4NP
Track progress.
• Twitter is the news feed. Track progress in 140 characters
or with vibrant images and videos.
• Create quick videos
(<15 seconds) every time
a milestone is reached
and share on Twitter.

17. #SM4NP
To build a great Twitter pipeline.
• Get active. Use hashtags and Followerwonk to build your audience.
• Have alerts, especially for your VIPs. Free PR for them may make
them engage with you. Encore Alert is a great resource for this.
• Use Twitter lists – it’s great for your followers to connect and event
better for you and your fundraising team. Just watch the labels.
• Thank your donors publicly. You may not roll out the red carpet in
person, but always do so on social media.
• Set up battles, “March Madness” rounds, RTs to give on Twitter.
Use other social media and marketing tools to advertise it.
• Capture data. Above all, capture the data.
• Keep at it. Success doesn’t happen overnight. When opportunity
knocks, you have to have someone answer the door.

18. Questions?
sstmartin@arielgroup.com
@StephStMartin

19. #SM4NP