Social-Media Marketing Efforts Give a Lift to Nonprofit Campaigns

"If you make a mistake, be ready to apologize and just be open, honest and transparent about what's going on," she advises.

The wildlife conservation organization found Facebook and Twitter successful for sharing information and fundraising. NWF created a Facebook Causes page, allowing supporters to donate directly to help affected wildlife in the oil spill area, and it used Twitter to push out news and encourage donations. The nonprofit was even able to gain celebrity endorsement on Twitter for its cause.