The question today is not whether a charity should use social media, but how it should use the information that supporters are sharing on social media to attract more people to its mission and increase fundraising. The answer to the question lies in understanding social media constituents and identifying which ones are the most “social” — those who best interact with and influence others across their online networks — because, while each constituent is a potential donor, some are more adept at spreading the word and energising others....
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How Social Media Drives Fundraising for Nonprofits
July 9, 2012
From Today in Fundraising
With social scoring, organizations now can discover which constituents use social media and engage them more effectively, integrate joint e-mail and social-media campaigns more effectively, and identify influencers and have them help "friendraise."
Merkle's Integrated Social Marketing
July 22, 2010
From eM+C Daily
Company: Merkle, the nation’s largest and fastest growing customer relationship marketing agency
Product/Service: Integrated Social Marketing, a new approach for marketers to optimize how they use social media to attract and engage customers, leverage key influencers, and refine brand positioning
What It Does: Combines social segmentation and social listening to provide marketers with new insights that make it possible to identify key influencers and drive more authentic content to more effectively engage consumers. These social insights are then integrated with direct, email, mobile and website programs to add new intelligence to marketers’ existing programs.