Social-Media Marketing Efforts Give a Lift to Nonprofit Campaigns

"The right content can turn casual viewers into fans, fans into buyers and buyers into brand advocates," Gilbert explains. "Most importantly, the right content builds engagement."

One of the case studies in the report is about the National Wildlife Federation (NWF). In the wake of British Petroleum's Deepwater Horizon rig explosion and oil spill in April 2010, the conservation organization leveraged Twitter and Facebook as a communication and fundraising hub.