How Non-profits can benefit from Twitter

Marketing blogger Seth Godin has expressed his dismay that non-profit organisations don’t appear in the top 100 Twitter users. He thinks this is a tragic lost opportunity for marketing and he may be right. After all, we can guess that Twitter is working fine for the likes of Ashton Kucher, Britney Spears and Perez Hilton (although given the number of tweets Kucher has apparently made in the eight months since joining it’s surprising he’s found time to sleep. Perhaps he has an army of Tw-obots, all programmed to tweet till they drop).

But doesn’t the top 100 list itself give us some clues as to what is going on? The homogeneity of the list surely indicates something about Twitter and its users. They seem to be very interested in ‘stars’ who have music, concerts and merchandise to sell, and a pop culture ‘image’ to promote/offer. Is this really the best forum for non-profit organisations? I guess it can’t hurt to try…

A way of testing this would be to look at the top ten non-profits on Twitter, find out how they’ve used the medium and see to what extent the lessons learned might be transferable. Any takers?

One issue with all this is that of ‘early adoption’ of technology. Let’s face it, non-profit organisations have never been great at this. And it’s not clear that they need to be. If Seth is right, the first cabs off the rank will be big winners, but my guess is that the rest won’t suffer all that much. It’s not as though we are about to run out of things to be altruistic about if we don’t hurry. By backing no technology they also won’t suffer the early adopter problem of backing the wrong (or suboptimal) technology.

If they think they can get away with not Twittering, they will. Dare it be said they might have better things to do with their time?

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