Introduction: The Art and Science of Mobile and Social Fundraising

To effectively use mobile and social media for fundraising, your nonprofit must understand that there is both an art and science to crafting, telling, and distributing your nonprofit’s success stories online. The staff responsible for your online communications and fundraising campaigns must think and create like an artist, yet implement an online communications and fundraising strategy based upon research and the study of online behavior.

In the past the academic discipline of communication studies primarily examined how messages are interpreted through an individual’s political, cultural, economic, and social lens, but today, as a direct result of the rise of mobile and social ...

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