A Primer
 on Social Media 
for 
Nonprofits

What it takes
In the case described above, the core components were custom-built Web forms that allowed for the submission and review of the photographs. Both traditional and social-media messaging channels are good fits for promotion.

Measuring results
Comparative engagement measures: In the short term, you can talk about the success of Click!-type initiatives in terms of how many people participated. Of additional interest is carefully comparing subsequent levels of engagement for your "collaborating" supporters to those of your general supporter population. Do they make donations or purchase memberships at the same rate? Do they renew memberships at the same rate? Rate differences could speak to the lasting effects of developing relationships through collaboration.