Twitter 201 for Non-Profits


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Presentation to Seattle-area non-profits on how Seattle Red Cross and Fred Hutchinson Cancer Research Center use effectively use Twitter for branding, public relations and messaging.

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  • Katherine
  • Suna – Hutch – immediately puts in the colors, logo, favicon, tagline, iconic photograph of a scientist. Probably could do a better job explaining ourselves/using our voice. Red Cross – didn’t struggle to put up their name, but full name works in their Twitter handle (lucky!) Colors, logo, contact information. Swedish – A little light on the colors, but does a GREAT job of using words to explain themselves. Funny. The Trevor Project – has it all. Color, logo, tagline, contact information. Also, SM channels. And a direct ask, using mobile. Twitter can help with branding
  • First bullet – Suna --No. Problems with vernacular, not the same message, not the same audience. Second – Katherine Third – Absolutely necessary to follow other orgs, peers, partners, supporters, and members of your community. We follow government, sports teams, etc. Fourth – Sometimes I don’t respond – won’t help, just publicizes something that isn’t true. We really haven’t had many negative tweets. Fifth– Sure! You can use yfrog or twitpic to upload your photos.
  • Both Race for a Ride – used for soliciting donations as well as for retweeting to show support. Top Chef – Retweeted and tweeted about a local chef who appeared on a reality program. Relationship building – She uses Twitter all the time and used it to communicate with us that she was interested in helping one of our fundraisers that is a wine event. Since she’s so connected to the wine community, it ended up being quite helpful.
  • First bullet – Katherine Second – Suna. Lots of events that Third – Katherine
  • Both – Suna Hootsuite, Twitter for mobile Katherine – TweetDeck, UberTwitter
  • Suna That being said, we really do things pretty manually here. Count the number of the RT’s, followers, compile data on our own spreadsheet. (See handout.) A few other options: TweetAlarm – like Tweetbeep, sends you an email when Tweetzi – Search, possibly better than Twitter Search. MS Analytics – haven’t used these. Cision – public relations software Radion 6 – pretty cool, but also $$. Rowfeeder – don’t know much about this program, but also for cost
  • Both -- 3 rd party entity -- Bravo – wanted to control the Tweets and FB messages. Didn’t sound like us. Lost followers. -- Consultants – make sure that they really know what they are talking about AND have an idea on how to execute. We’ve been stuck more than once with someone who had a neat idea that wasn’t something that could be done, or wasn’t something that was ethical.
  • Katherine
  • Twitter 201 for Non-Profits

    1. 1. Twitter 201 How to use Twitter for fundraising, public relations and branding #NPSTwitter201 Katherine Boury, Red Cross @kdboury, @SeattleRedCross Suna Gurol Fred Hutchinson Cancer Research Center @sunag, @HutchinsonCtr
    2. 2. What is Twitter good for? <ul><ul><li>Great for reinforcing brand </li></ul></ul><ul><ul><li>Getting your message out </li></ul></ul><ul><ul><li>Finding your voice </li></ul></ul><ul><ul><li>Communication strategy </li></ul></ul><ul><ul><li>Storytelling </li></ul></ul><ul><ul><li>Easy to get started </li></ul></ul><ul><ul><li>Followers are social instigators </li></ul></ul>
    3. 3. Branding is key
    4. 4. Some how-to ’s / best practices <ul><ul><li>Connecting FB & Twitter – yea or nay? </li></ul></ul><ul><ul><li>Hashtags useful? Yes. Helpful for events, disasters. #HelpJapan, #wasnow </li></ul></ul><ul><ul><li>Acknowledging and following other organizations, partners, supporters </li></ul></ul><ul><ul><li>Responding to negative tweets </li></ul></ul><ul><ul><li>Photos – yea or nay and how? </li></ul></ul>
    5. 5. Fundraising examples <ul><li>Using mobile - Text to Help – 90999 </li></ul><ul><ul><li>Japan (#HelpJapan) </li></ul></ul><ul><li>Unplanned benefits: </li></ul><ul><ul><li>Get Slizzard </li></ul></ul><ul><li>Campaigns: </li></ul><ul><ul><li>Holiday Giving </li></ul></ul><ul><ul><li>RaceforaRide </li></ul></ul><ul><li>Awareness: </li></ul><ul><ul><li>TopChef </li></ul></ul><ul><li>Relationship building </li></ul><ul><ul><li>SeattleWineGal </li></ul></ul>
    6. 6. What else is it good for? <ul><li>Clearing up misinformation </li></ul><ul><ul><li>Donating goods (Red Cross) </li></ul></ul><ul><ul><li>Emergency housing (Habitat for Humanity) </li></ul></ul><ul><ul><li>Health care treatment (FHCRC) </li></ul></ul><ul><ul><li>Who are you? (Swedish Hospital) </li></ul></ul><ul><li>Event logistics </li></ul><ul><ul><li>Shore Run/Walk, Climb to Fight Breast Cancer </li></ul></ul><ul><li>A tool, but not the only tool for PR </li></ul>
    7. 7. Tools <ul><ul><li>Hootsuite http:// </li></ul></ul><ul><ul><li>Twitter for mobile </li></ul></ul><ul><ul><li>TweetDeck http:// (warning - drains your battery on mobile!) </li></ul></ul><ul><ul><li>UberTwitter for Blackberry (also drains battery!) </li></ul></ul><ul><ul><li>Seesmic http:// www.seesmic </li></ul></ul>
    8. 8. Analysis – what to expect when you are expecting <ul><li>Analysis is key to knowing what is working </li></ul><ul><li>Simple tools for free </li></ul><ul><ul><li>TweetAlarm - </li></ul></ul><ul><ul><li>Tweetzi – search </li></ul></ul><ul><ul><li>MS Analytics for Twitter </li></ul></ul><ul><li>Tools not for free </li></ul><ul><ul><li>Cision, Radion 6, Rowfeeder </li></ul></ul>
    9. 9. It’s not all a bed of roses – cautionary tales <ul><ul><li>Inappropriate volunteer </li></ul></ul><ul><ul><li>Overly controlling 3 rd party entity </li></ul></ul><ul><ul><li>Consultants </li></ul></ul>
    10. 10. Good people to follow <ul><li>Us of course! @HutchinsonCtr, @SeattleRedCross </li></ul><ul><li>And…. </li></ul><ul><li>@ chrispirillo </li></ul><ul><li>@melissatizon – Swedish Hospital </li></ul><ul><li>@shaunacausey – Nordstrom (formerly from ComcastCares) </li></ul><ul><li>@prsapugetsound </li></ul><ul><li>@ moniguzman – formerly PI Big Blog, Intersect </li></ul><ul><li>@ evonnebenedict – King 5 </li></ul><ul><li>@king5seattle </li></ul><ul><li>@JenniHogan </li></ul><ul><li>@SMCSea </li></ul>
    11. 11. Questions?