X (formerly Twitter) moves fast. For some nonprofits, that pace is exactly what makes it valuable: a place to share timely updates, jump into relevant conversations, and connect with journalists, advocates, and supporters in real time. For others, it's a platform that demands more energy than it gives back.
Before you invest time in X, ask two questions. Is your audience actually there? And does your team have the capacity to post consistently, several times a week at minimum? If the answer to either is no, your time is likely better spent on a platform that fits your organization's strengths. But if X does make sense for your mission, the tips below will help you make the most of it.
General Advice
Fill out and optimize your profile to maximize followers. This may include upgrading to a professional account with X Business. There are several tools exclusive to this type of account, including having access to your analytics, profile spotlights that can highlight your location, your store or shop, or a link to your site that can operate as a CTA.
In addition, you’ll be able to tag your organization as a ‘Non-Governmental & Nonprofit Organization,’ which can help distinguish your brand from business and other nonprofit organizations on X.
X Premium is another service that offers several features like the ability to edit and ‘undo’ posts, share longer videos, and have access to advanced analytics.
Posting Advice
Posting on X differs from other platforms in that you should aim to post much more often, around 2-5 times a day, including shares. Posts should be short, to-the-point and written for mobile users since many people use X exclusively on their phones.
Consider using emojis, hashtags, and mentions strategically rather than overloading the post or making it difficult to read.
Posts with links have a higher retweet rate— and are a great way to drive more visitors to your website!
Posting and reposting current news stories that are relevant to your organization, mission and programs is good form on X (and more broadly across all platforms).
Sharing photos and videos should be a part of your strategy.
Statistics, quotes, and CTAs also get higher numbers of engagement, especially those linked to images and graphics that are relevant to those content topics, mission and programs.
Although there are varying opinions, it’s best to avoid liking your own posts, though sharing important ones after about a week can be good for reaching a new audience or getting more eyes on your content.
Just like other social platforms, responding to and engaging with your followers is important.
Follow them back, like their mentions and replies, respond to DMs, like their posts. All of these things make you seem more engaged as an organization and show that you care about your audience.
X rewards consistency and genuine engagement more than it rewards perfection. You don't need every post to be polished. You need a steady presence, a willingness to join the conversation, and content that reflects what your organization actually cares about.
Start with the basics: a complete profile, a realistic posting rhythm, and a habit of responding to your community. From there, pay attention to what resonates. Your audience will tell you, through likes, replies, and shares, what's working. Let that guide your strategy, and adjust as X's features (and its userbase) continue to evolve.
If you'd like help building out a full X strategy or figuring out whether it belongs in your organization's channel mix at all, Cornershop is happy to talk it through.