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The Essential Social Media Marketing Handbook by Gail Z. Martin

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CHAPTER SIXTEEN

NOT-FOR-PROFIT AND CAUSE-FOCUSEDGRASS ROOTS SOCIAL MEDIA

Not-for-profit and cause-focused groups of all sizes are discovering that social media opens up opportunities to expand their donor and volunteer base while also engaging and educating the community and prospective clients about their services and outcomes.

We’ve seen the dramatic stories about microfundraising on Twitter after tsunamis or natural disasters, and bigger projects on GoFundMe or other crowdfunding sites. If you’ve been on Twitter, Pinterest, or Facebook for any length of time, you’ve probably seen pictures of cute, adoptable dogs and cats from rescue organizations and shelters all over the country.

These are just a few of the ways cause-centric organizations ...

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