Conference Roundup: Understand Social Networks and Make Them Work for You

“You can’t control the look and feel, and it attracts a different person than MySpace (attracts),” MacLaughlin said.

Knowing the differences allows nonprofits to determine where they’re likely to be the most effective in terms of friendraising and fundraising.

“Your constituents may be on MySpace and not LinkedIn, or they may be using Facebook,” MacLaughlin said. “You need to be where your constituents are.”