“Social media is not a large source of direct donations [at World Vision U.S.],” Tandon says. “Social media builds brand, awareness and credibility. It is halfway between a relational tool and a mass-marketing tool. It creates one-to-one connections and dialogues, but those dialogues can go much farther, [and have] wider impact, than those one-to-one relationships.”
Get Your Head Out of … the Sand
“Social media is not a large source of direct donations [at World Vision U.S.],” Tandon says. “Social media builds brand, awareness and credibility. It is halfway between a relational tool and a mass-marketing tool. It creates one-to-one connections and dialogues, but those dialogues can go much farther, [and have] wider impact, than those one-to-one relationships.”