2 organizations fine-tune their e-philanthropy efforts to nurture donors

By Joe Boland

"We are not openly soliciting our social-media following. We don't want to put anyone in a position where the first contact that they have with us is us asking them to give us money," Brown says. "We understand that social media's primary use is to build a relationship. So all the content that we post across our Facebook page, Twitter, YouTube is all designed to foster that relationship.