Twitter is a helpful engagement tool for ministry organizations, and worship software offers NPOs analytics tools that help track the effectiveness of social media campaigns.
Before tweeting, it's vital to come up with a strategy. There's no point in putting out ideas and calls-to-action without objectives in mind. Faith-based organizations can create interesting posts that could float in cyberspace without a response. To achieve concrete results, NPOs need to develop this strategy, determine execution methods and measure the effectiveness of the campaign.
A concrete target audience is crucial for a successful social media strategy
Defining the target audience is the first step in any communications strategy. Whether it's donors, volunteers, prospective investors, government institutions and foundations, the target audience guides the organization on a clear path. One way to discover the target audience, besides obvious stakeholders, is to find out which people are expressing interest in the organization via Twitter. FirstGiving suggested following these individuals or entities. From there, find out who they are following.
However, it's important for communications directors not to clump a group of people together. Consider distinguishing characteristics among each group. Most importantly, these groups are made up of people and they have emotions. Take that into account when tweeting.
Visualize the outcome and make it come true
According to FirstGiving, it's important to determine the goals, whether it is to raise awareness, share news and updates or acknowledge people in the community. With a target audience in mind and goals in a nonprofit's pocket, an organization can begin to map out how to execute the strategy.
Go from imagination to reality. First, observe the conversation and then decide how often to post. Nonprofit Technology Network recommended creating a content calendar, laying out which topics to highlight in the coming weeks. Additionally, think of something to post on a weekly or monthly basis. That way, followers will have something to anticipate. Annually, Twitter serves as a platform for Giving Tuesday, which encourages people to make financial contributions to charities and NPOs, according to Twitter's Advertising Blog.
After determining the calendar, consider which topics to share. Always be authentic when sharing the organization's thoughts. MarketingProfs recommended organizations offer tips, ideas and content that help others. Ways to connect with stakeholders is to post links to the ministry nonprofit's home base, which includes the website, blog posts or specific landing pages. The purpose of a home base, or a website, is to further engage people and ask them to provide their contact information for future engagement endeavors.
Measurement informs ministry NPOs whether the strategy is effective
Set up Google alerts to find out what supporters are discussing about the organization. Additionally, look at data. However, MarketingProfs reminded organizations to look at people, instead of the number of followers. It's more important to build strong relationship than to have a bunch of tenuous connections. Those who express genuine interest in the company help the organization go a long way.
A worship software program that includes analytics tools help NPOs make informed decisions for the next Twitter campaign.