Twitter: 140 characters of FundScrip fundraising potential

Let’s begin with a definition:

Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author’s profile page and delivered to the author’s subscribers who are known as followers. Senders can restrict delivery to those in their circle of friends or, by default, allow open access. (via Wikipedia)

Why is FundScrip on Twitter?

FundScrip decided to open its own Twitter account back in September 2009.  Since the FundScrip fundraising program is so closely tied to its participating retailers, we believe that Twitter is the best way to keep in touch with our fundraising partners in real-time.  As well, we want to connect with FundScrip Groups and broaden our program’s reach and awareness. Last but not least, we want to communicate and connect with charities (@kids_now), non-profit organizations (@sickkids), schools (@TDSB_Official) and junior sports teams across Canada.  As an example, we enjoy following an active FundScrip group called Champion Cheer Athletics All-Star Cheerleading (@ccapanthers).

We’ve even put together a list that incorporates FundScrip’s own Participating Retailers (80+ and growing).  We’ve done the work for you!  All you have to do is join Twitter and find us @fundscrip then follow our FundScrip Groups List as well as our Participating Retailers List and you’ll get the news you want from the retailers your group cares about the most.

What do brands get out of being on Twitter?

An obvious answer is because brands can reach more people; but it’s not that simple. These savvy brands realize that there tremendous value in making themselves accessible to their consumers. They aren’t only interested in people buying their products, they also want to know what kind of person buys their products.

Basically that means that anyone with a Twitter account following @IndigoDeals can ask a question or make a comment regarding a product, a sale or a contest – and receive an answer!

They want to build a relationship with their customers and best of all, they want their them to talk back.  This feedback is the foundation of increased loyalty and positive word of mouth.

According to eMarketer:

Coupons remain a leading driver of brand interactions in social networks. Learning about sales and new products is also a strong motivator for people to interact with companies in social media. Beyond the tangibles, such as coupons, consumers do gain positive feelings about a brand as a result of their interactions.

As a result, Twitter has quickly become an indispensable marketing tool for many popular Canadian brands such as Indigo/Chapters, Presidents’ Choice, Sears, Starbucks, Future Shop, La Senza and Home Depot Canada just to name a few.

These popular retailers often Tweet (and most several times a day) about their special coupons, previews, exclusive contests, deals, sales and limited offers.  As a FundScrip Group Administrator, this can be an invaluable source of information and it can be easily used to increase your groups gift card orders from week to week.

Here are a few examples of these Tweets:

Why your FundScrip Group should consider joining Twitter

Twitter is not only great for keeping people in touch with each other but it’s also a fantastic resource for charities, non-profit organizations, school boards & sports teams as it’s a fantastic way to keep supporters in touch with all the latest developments and news that can be posted globally with a touch of a button.

Don’t worry if  you aren’t able to convince your FundScrip supporters to join Twitter and follow your account. As a FundScrip Group Administrator, you can still find it useful as a complementary resource in your fundraiser’s marketing arsenal. When you learn of a deal, a special offer or a contest you feel is relevant to your group’s particular field of interest, communicate it to your supporters!  It’s a great way to boost your FundScrip orders and incite more buzz about your fundraising goal.

If you have any questions about Twitter or anything related to social media, please feel free to ask me by leaving your question in the comment box below. 

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Some useful Twitter links:

“Twitter 101 for Non-profits” created by Blackbaud:

“Complete Guide to Twitter”, a collection of useful blog posts by Mashable: