Books: Using Technology to Mobilize Young People

But while it might seem quick and easy to break into some of the new venues for friend- and fundraising, commitment is key to making it work.

“It’s unrealistic to expect that simply putting up a social-networking profile, for example, will achieve significant results without further effort,” Rigby writes. “You’ll have to spend time making friends, responding to messages, building widgets, and tying your efforts to a broader campaign.”