Threads: A New(ish) Way to Connect With Your Nonprofit's Community
If you’re a fundraiser or a marketing/communications professional, you probably already have a lot on your plate. Juggling social media platforms, crafting compelling campaigns, and engaging in the vital work of your nonprofit? It's a digital dance that never stops. So, when a new social media app emerges, your first instinct might be… another one?! But hold on. Before you dismiss Threads, Instagram's text-based counterpart, as just another fleeting trend, consider this: it's a user-friendly platform that might be the breath of fresh air your nonprofit's online engagement strategy needs.
“Threads posts drove an impressive 73.6% higher engagement rates than X on average.”
Launched in July 2023 and rapidly gaining global traction, Threads isn't about passing filters or perfectly posed photos. It's about real-time conversations and engagement, which allow you to build a vibrant community around your interests. In fact, a recent analysis of 10.2 million posts published on X (formerly Twitter) and Threads in 2024 revealed that Threads posts achieved a median engagement rate of 6.25%, while X posts lagged at a median engagement rate of 3.6%. This means that Threads posts drove an impressive 73.6% higher engagement rates than X on average. Threads offers the potential for deeper engagement, making it easier for your posts to stand out and gain traction. Its algorithms prioritize content that fosters meaningful interactions, such as likes, replies, and shares. This encourages creators to nurture conversations and build community—like in the early days of social media all over again.
While X trails behind Threads in engagement rates, it remains a stable platform for concise, high-impact content. Its algorithm favors content tied to current events or trending discussions, allowing creators to capitalize on the moment. X also offers a space for longer narratives, which, when structured correctly, can effectively engage audiences. If maximizing interactions per post is a priority for your organization, Threads should be your platform of choice. However, X remains dependable for consistent, steady engagement on concise or time-sensitive content. Since tools like Buffer allow you to easily manage multiple social platforms from one interface, consider cross-posting your content on both platforms to maximize your reach and engagement.
But since this post primarily focuses on Threads, let’s discuss a few ways your nonprofit can utilize Threads:
📰 Share Real-Time Impact: News & Updates That Matter
Forget meticulously crafted press releases that get lost in the digital noise. Threads is perfect for those quick, impactful updates that showcase your nonprofit's daily work.
Imagine this: You're a small nonprofit providing after-school tutoring. Instead of waiting for the monthly newsletter, you can use Threads to:
Share a snapshot of recent success: Huge shoutout to our amazing volunteer, Sarah, who helped Michael conquer fractions today! 🎉
Announce program updates in real-time: Exciting news! We're launching a new coding club next week! Sign-ups are open. Link in bio! 💻
Highlight relevant news articles: This article perfectly captures the importance of after-school programs for at-risk youth. Let's keep investing in our kids! [Link to article]
Threads thrives on authenticity and immediacy. Don't overthink it! Share genuine moments and let your passion shine through.
💖 Be Social: Spark Conversations With Your Supporters
Social media shouldn't be a monologue. Threads provides the perfect forum for two-way communication, fostering a sense of partnership with your supporters.
Here's how to get the conversation flowing:
Pose thought-provoking questions: What policy change would most benefit the communities we serve? We want to hear your thoughts! 🤔
Run quick polls to gather instant feedback: What type of volunteer opportunity are you most passionate about? Helping at events? Direct service? Let us know! 👇
Respond directly and personally to comments: Don't just "like," actually engage! Thank people for their input, answer questions, and show you value their contributions.
Be responsive and be human! Threads users value genuine interactions. Show your supporters that you're listening and that their voices matter.
🧶 Weave a Stronger Community
Beyond individual posts, Threads can become a hub for your nonprofit's community to connect with each other and build lasting bonds around your shared mission.
Think about creating threads that:
Invite supporters to share their stories: How has [Your Nonprofit Name] impacted your life? We'd love to hear your stories! Share in the replies below. ❤️
Brainstorm fundraising ideas collaboratively: We're looking for fresh fundraising ideas for our upcoming campaign! What creative initiatives would you love to see? Let's brainstorm together!🧠⛈️
Offer a space for peer support and encouragement: For nonprofits focused on specific communities, Threads can become a valuable platform for members to connect and support one another.
Moderate thoughtfully and foster a positive, inclusive environment. When nurtured intentionally, Threads can become a valuable support system for your community.
🤿 Ready to dive in? Let’s recap some basic social media best practices:
Post consistently (but authentically): The more you post, the more likely people will see your content. Aim to post at least once a day.
Be keyword savvy: When creating a post, use relevant keywords that people will likely search for. This will help your content show up in search results and recommendations from the algorithm.
Tag strategically: Tags are a great way to categorize your content and make it easier for people to find.
Use strong visuals: If you share images or videos, make sure they are high-quality and visually appealing.
Engage with other users: Like, comment on, and share other users' posts. This will help you build relationships and grow your audience.
Poll power: Polls are a great way to spark conversation and engage people with your content.
Cross-post from Instagram: Use cross-posting between your Instagram and Threads accounts to reach a wider audience and reuse your existing content.
🥡 The Takeaway
Threads isn't about replacing your other social media efforts; it's about complementing them. Consider your goals and audience when choosing the right platform for each message. Threads offers nonprofits a new opportunity to cut through the clutter and forge genuine connections with their community, especially those who have left X (formerly Twitter) and are looking for a new place to engage.
Ready to weave Threads into your nonprofit's social media strategy? Dive in and experiment! If you’re using a tool like Buffer or Hootsuite, it likely won’t take much extra time or resources to test cross-posting content from your existing social channels. The next chapter of your nonprofit's digital engagement could be just a thread away.
Want to go further? Check out the data from Buffer’s analysis.
