Cover Story: Know Your Mission, 
Grow Your Mission

Social networking and other online strategies are crucial in creating and capitalizing on 
the urgency that must be communicated to spur giving in the political arena.

"Since so much of political fundraising relies on messaging, [social media and other online engagement] can be really effective," our expert says. "Something as simple as posting your e-mail solicitation on your Twitter or Facebook page has the potential to broaden your outreach exponentially. Indirectly, by keeping your supporters — old and new — informed and connected via social media, you can constantly be educating and communicating with existing donors and cultivating new relationships.