CHAPTER16New Media Managers

The success of your mobile and social fundraising strategic plan is entirely dependent on who is selected to be your new media manager. Despite all the buzz about mobile and social media, it’s not the tools themselves that are powerful, but rather the people in charge of managing them. If they are inexperienced in online communications and fundraising and not properly trained in mobile and social media, then success will be elusive. Your nonprofit could be active daily on multiple social networks, but if your new media manager is not aware of and implementing the best practices that ensure success, then it’s time and re- sources wasted. At this point in the evolution of mobile and social media, an advanced skill set ...

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