Pulse: Overcoming Social-Media Fears

Broward and Barber caution that fundraisers need to have strategies in place if they're going to make the most of the opportunities that social media offers. Broward emphasizes that it's important to "craft a message that works consistently across all brand touchpoints."

When someone visits an organization's Facebook page, for instance, the message and tone should be consistent with the direct-mail piece that person received and the DRTV ad she saw.