Let X be a finite connected poset, F a field and I(X, F ) the incidence algebra of X over F . We describe the bijective linear idempotent preservers ϕ : I(X, F ) → I(X, F ). Namely, we prove that, whenever char(F ) = 2, ϕ is either an automorphism or an anti-automorphism of I(X, F ). If char(F ) = 2 and |F | > 2, then ϕ is a (in general, non-proper) Lie automorphism of I(X, F ). Finally, if F = Z 2 , then ϕ is the composition of a bijective shift map and a Lie automorphism of I(X, F ). Under certain restrictions on the characteristic of F we also obtain descriptions of the bijective linear maps which preserve tripotents and, more generally, k-potents of I(X, F ) for k ≥ 3.