Turning Fundraising on Its Head

"Everything that we do online is designed to drive traffic back to the website. We're promoting the same story within Facebook and Twitter. We're promoting the same story on our website. We're promoting the same story on our blog, on our e-mail marketing and, of course, in our direct-mail campaign. So no matter how someone views us that month, the first thing they see is that same story. Everything is designed to work together," Brown says.