CHAPTER15Real-Time Communications and Fundraising

The greatest challenge for nonprofits using mobile and social media is learning real-time communications and fundraising. It’s a phenomenon unique to social networks, and few nonprofits have mastered the skill of reporting in real time. It’s only those nonprofits that have a part- or full-time new media manager that have been able to position themselves as an expert resource during breaking news and on cause awareness days. To be effective, you need a well-informed new media manager who is on call and ready to respond rapidly when the situation arises. In the case of cause awareness days, the manager must be prepared weeks in advance and arrange to be one of the first nonprofits active on mobile ...

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