Turning Fundraising on Its Head

But Brown didn't want Hope to just have a foot in a bunch of different doors — he wanted to focus on the big three: Facebook, Twitter and YouTube. So Hope developed a digital-media strategy and launched an integrated social-media platform. The development and communications departments worked closely in developing the strategy with the goal of increasing awareness, increasing funding, establishing a new and innovative way to engage internal and external audiences, and laying the groundwork for more intimate, genuine relationships with potential donors.