Why you need Twitter Ads for Good in your next campaign

Twitter is a powerful network that gives us a voice online. For Victim Support Europe (VSE), Twitter isn’t just a great way to share relevant and time-sensitive news with our followers. It’s also a direct line of communication with people who are invested in the victims’ cause we serve – whether they’re already committed partners or just finding us for the first time.  

In our case, Twitter is a space for communicating advocacy, facilitating victims’ representation and articulating victims’ rights and available support services.

Since 2019, we are privileged to get Twitter’s pro bono advertising credits for non-profits as a way to use the power of Twitter’s advertising platform to amplify our messages.

As an extension of Twitter’s Ads for Good program, we also developed a long-term partnership with Twitter whose team helps us to improve our online communication skills to amplify specific online campaigns on Twitter.

When we launched our first ‘Ads for Good’ campaign in February 2020 for our ‘One Voice One Cause’ information campaign, we liaised with 15 EU NGOs and 23 national level non-profits, out of which only 1/3 had Twitter. Back then, we’ve reached over 100K people. Since then, we’ve ran multiple campaigns using Twitter’s grants for non-profits. Our 2021 ‘You won’t believe, but IT exists” campaign gained over 1mln 987K Tweet impressions. The 2022 ‘The Age of Resilience” event-related campaign got over 993,4K Tweet impressions with the engagement rate 2,8 %.

Twitter can be seen as predominantly a B2B social media marketing platform. According to recent research from The Content Marketing Institute, 82% of B2B content marketers use it in their communications. So having a Twitter account gives organisations an excellent avenue to connect with their professional target audience.

For these reasons, Twitter is the perfect space for VSE to advocate for issues about our mission, to be a leading voice in our sector, and to build and cultivate the victim support community.

Here are a few interesting statistics regarding Twitter and the non-profit sector:

• 77% of non-profits worldwide have a Twitter Profile;
• 24% tweet two to five tweets daily;
• 21% less than one tweet weekly;
• 18% tweet once daily;
• 18% tweet one tweet every other day;
• 12% tweet once weekly;
• and 7% tweet five or more tweets daily (Global NGO Technology Report).

Here are a few things Twitter allows non-profits to do:

• Reach new audiences in your sector;
• Keep up-to-date and contribute to the discussion of the latest news and events in your area of work;
• Build relationships with experts and like-minded organisations in your field;
• Share research and your organisation’s activities with your supporters instantly.

After seeing the success of the previous and current campaigns, we’ve decided to share the insights on ‘Campaigning on Twitter’ with our members at the VRNetCom. We’ve invited Silvia Caneva, Public Policy Manager at Twitter, to run a workshop for the interested members.

Register here: https://vse-form.typeform.com/to/sXDVh8ZY