Meet Our Advisors: Clint O’Brien

“At Care2 we have our own social-networking area — which we launched six years ago and have continued to build out — so we’ve known for a long time that if your goal is online fundraising, the social networking stuff is not terribly effective. Certainly good, old e-mail campaigns, augmented with landing pages, tell-a-friend tools and (increasingly) video, have proven to be about 100 times more effective than the social-networking features. These tried-and-true methods are how Care2 produces a major impact for our nonprofit partners, who have recruited millions of individual donors from among our membership in recent years.