CHAPTER NINE

FUNDRAISING AND RELATIONSHIP BUILDING THROUGH SOCIAL MEDIA

CUTTING-EDGE, UBIQUITOUS, AND REMARKABLY POWERFUL, social media possesses a “wow” factor that is unmatched by any development in fundraising over the last fifty years, if not more. Nothing even comes close. In the area of disaster relief alone, text message, Twitter, and Facebook social media campaigns have proved to be legitimate fundraising juggernauts, raising tens of millions of dollars seemingly overnight.

Yet the tendency to look at social media primarily as a cash cow is inaccurate and misses much of the real point about how social media can advance your nonprofit. While it's true that the primarily large, well-known nonprofits with recognizable brands, such as ...

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