Answer: It depends.

On what, you say?

Well, for starters, the type of nonprofit. Social welfare organizations, grassroots political activists—anyone with a message or a cause—can potentially harness the power of Twitter to spread the word like wildfire. Case in point: #iranelection. When used wisely, it could be mind-bogglingly effective.

However, I’ve noticed a trend among other nonprofits—arts organizations, in particular—to use Twitter, frankly, wrong. The difference seems to be a drive to sell v. raising awareness.