According to Richard Zahn, Charities Need a Strategy for Twitter

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Richard Zahn, an active philanthropist, is speaking out on a new article explaining how charities can use Twitter to increase awareness.

Richard Zahn, who has donated time and money to a number of charitable groups, is speaking out on a new article that explains how charities can use Twitter to leverage awareness about their cause. Many employees at philanthropic groups struggle to come up with content on Twitter, and instead opt to skip the social media platform entirely. In reality, this tool can help to bolster awareness regarding that issue.

In order to use Twitter effectively, philanthropic causes must first define their social media marketing goals. While gaining more followers is important, the staff at a charity must also consider how this goal will help the organization the long run. In some instances, it is better to focus on promoting initiatives or providing information about the cause instead of simply focusing on the number of followers that the account has.

Like any other business, a charity must have a plan for the kind of content it will create on its Twitter account. Instead of hoping to come up with interesting tweets each day, it is best to have a long-term editorial calendar. Those managing the social media for the organization should aim to develop a strategy that is built around the charity’s important events, campaigns, and milestones. This allows the group to create content that is both informative and timely. At times when charity-related events are slow, it is useful to craft tweets that are based around major holidays, sporting events, or other newsworthy events.

Richard Zahn supports this noting, “While charitable organizations may have different goals than Fortune 500 companies, ultimately their social media strategy needs to have many of the same components. Random, uninformative tweets will not generate much interest from the general public. Instead, the group must come up with content that is timely and interesting for a reader.”

Keeping the tone lighthearted is an especially difficult task for charities, especially those that deal with serious issues like domestic violence and cancer. Instead of overwhelming the public with statistics and warnings, it is ideal to focus on the good works that the group is doing in the community. The Twitter account should be informative, but also should not take on a dark tone. After sending a tweet about the warning signs of an abusive relationship, a group can then offer information about an upcoming healthy marriage workshop. Should the organization garner regional or national attention, link to these stories so that supporters of the charity can read the stories.

Interaction with followers is especially important for charities that use Twitter, because these individuals are able to donate time and money to help support the cause. Users that tell the organization about their fundraising efforts should receive praise and thanks over the social media platform. Questions should get answered, and users should feel like they can communicate openly with the people behind the charity’s Twitter account.

Richard Zahn supports this stating, “When people feel invested and connected to a cause, they are more likely to stop considering getting involved and actually do something about it.”


Richard Zahn is a successful business professional who enjoys sharing his good fortune with people in need in his community. He regularly gives aid to important charitable organizations such as Nap Ford Rocks,, Kids Only, inc. and Pathways to Home. He is a proud veteran of the U.S. Army and enjoys taking part in a range of hobbies at home in Florida.

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Tim McKeever
PR Management Inc.
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