Focus on Your People, People!
Technology is great, but it takes human beings to make the most of it.
Finding a blog that's relevant to your work, getting your executive director to comment meaningfully and then sending the link to a donor who might find the conversation meaningful require some degree of organizational clout. If you leave it to the junior person, at least give her a megaphone and a big stick — perhaps by giving her talking time in weekly staff meetings.
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Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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