Noting that only 7% of Americans use Twitter at least once a month (and linking to a very useful article about Twitter use, Guess Who Doesn't Tweet: Almost Everyone), The Agitator asks, Who Tweets?
And, in inimitable Agitator fashion, they recommend:
If someone in your nonprofit is trumpeting the urgency of getting on board the Twitter phenom, fire them. Hire instead a really good copywriter.
I have to recommend a far more measured and moderate approach, the Future Fundraising Now strategy for your Twitter fanatic:
- Ask them how many donors or realistic prospects are using Twitter.
- Ask what value you intend to offer donors in 140-character bursts.
- Ask how you'll measure the quality of tweets.
- Ask the cost of having someone tweeting.
- Ask the expected ROI of tweeting.
- And, when you don't get answers to those questions, then fire them.
Replacing the Twitter guy with a really good copywriter is an excellent suggestion. One who understands email marketing would be an especially good hire.
Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. 
