In last year’s 2023 Nonprofit Communications Trends Report, we saw that Twitter (now X) was the social media platform nonprofits most said they would drop if they could.
Nonprofits are leaving Twitter for a long list of reasons.
This year, when we release the 2024 Nonprofit Communications Trends Report next week, you’ll see that for many of those nonprofits, this wish has been granted.
Only 25% of nonprofits surveyed said they used X either the same amount or more in 2023 than in 2022.
The rest? They are leaving Twitter in one way or another.
- Twenty-six percent (26%) say they use the platform less than previously.
- Twenty-five percent (25%) said they have stopped posting but maintain the account.
- Eight percent (8%) report deleting the account entirely.
- Fifteen percent (15%) said they rarely used it previously and still don’t.
Those who still find value in Twitter/X say it’s because it’s the best way to reach very select, targeted audiences including media professionals and politicians. Some advocacy groups still use it because the specific issues they work on still have robust or influential communities there. They can’t imagine leaving Twitter until those communications needs are met elsewhere.
But they are a minority now within the nonprofit sector.
Where is the time, effort, and money that was previously spent on Twitter/X going now? Without question, Meta is the winner. Nonprofits report reinvesting those resources primarily into Facebook, Instagram, and Threads, followed by LinkedIn.
Download the Trends Report for the full briefing.
