Electronic Communications Pays Off: How to Get Returns

3. Use Facebook as a place for potential donor research. Don’t just set up a Facebook group and get a few friends to join — it won’t achieve much on its own. Instead, use Facebook strategically. For example, if you’re an environmental organization planning an event in London, you can research environmental interest groups on Facebook, find members in the London area and start communicating with them about the event you’re hosting. It’s a list that, for the want of a little research, is there for you to build.

4. Personalize your Web site. Make your homepage capable of remembering a returning visitor and offer content based on his or her interests. Amazon.com is great at this. Highlight updates on projects previously supported by that donor or events in his or her area, etc.