The Blurring of Web, CRM and Social Media

When all you had was a donor database, the only way you could communicate was by sending out mailings — one-way communication. And the donor-services team dealt with the inbound — donations, complaints and the like. What social-media sites make possible nowadays is for there to be conversations. Not just conversations between the nonprofit and the donor, but conversations between donors, and from the donor to his or her circle of friends about your nonprofit.