Electronic Communications Pays Off: How to Get Returns

2. Add social-networking capabilities to your Web site. If supporters can log in, organize their own events, blog, communicate in forums and more, it can increase a sense of connection to your cause. But don’t forget the 1-9-90 rule: 1 percent contribute a lot and 9 percent contribute a little, while 90 percent just read. Be ready to participate yourself. You’ll need to encourage and moderate community input. Even get your CEO to post a personally oriented blog to which supporters and staff can relate.