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You have a great framework: You can acquire donors, cultivate them, and fundraise. Moreover, you are using both online and offline channels to do it. But you have a nagging interest in social media. Newspapers and television shows are constantly referring to Twitter and Facebook, and the number of people participating in those channels is staggering. The first thing that strikes you is the potential for reaching large numbers of people. As you think about it more, the type of personalized, engaged, high-value relationships you could cultivate with people through social media becomes perhaps even more intriguing.
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