As we saw with 2013’s #GivingTuesday campaign, social media is an incredibly powerful tool for nonprofits—you could say that it’s the ultimate marketing tool because of its reach (essentially endless).

Although the world’s most followed “Tweeps” are, unsurprisingly, celebrities, with Katy Perry (49M followers), Justin Bieber (48M) and Lady Gaga (41M) in the lead, nonprofits and their CEOs can actually learn something from the likes of Biebs and Gaga. Sounds crazy, I know.

The lesson? Focus less on the fundraising tweets and more on sharing stories and experiences. Just as celebrities give their adoring fans a peek into their seemingly surreal personal lives with photos of their multi-million dollar homes and selfies with their celebrity friends, you can give your followers an inside and personal look at what exactly your organization is doing and how exactly you’re changing the world.

Take for example UNICEF. With its 2.42 million followers, it is the most popular nonprofit on Twitter and is constantly posting inspiring and informative infographics, videos and stories to allow people to catch a glimpse into the many lives the organization impacts. 

Heifer is another organization to follow, as they are constantly tweeting videos and photos depicting what daily life is like for its beneficiaries, who go from poverty to self reliance with the help of a cow, a flock of chickens, or another source of livestock. This quote from Djamlia in Cameroon, Africa is a perfect example of using twitter to show how the organization is touching the lives of individuals:

So what can nonprofits and their leaders learn from all this?

The most effective way to use Twitter is to focus on sharing stories and insights into the fantastic work you and your organization are involved in rather than using it as strictly a promotional vehicle to raise funds. People want to see content that inspires, so use Twitter to illustrate your organization’s impact.