A Realistic Look at Annual Funds

Social media was effective because it leveraged the attention already purchased in other ways. How will a charity do this advance work that the national election coverage was able to do for Obama? How will it do it in a way that is convertible and effective for the “harvest” tools? The recent tsunami, Haiti and Katrina phenomena pose similar questions — could the organizations the responded to those events have accomplished what they did without the massive support of the traditional media?