The Frontier of Social Media and Fundraising: What to Expect?

Firstly, what should I expect? It is important to understand the role of social media in your fundraising. Will it replace direct mail? No. Will it replace your website? Not yet. Should you expect the same ROI from a Twitter campaign as, say, a phone campaign? Social networks are great places to publicize what your organization is doing, build a large constituency of followers and occasionally mobilize those followers into action, but don’t forget that for every 100 clicks of that “Like” or “Follow” button, you’ll get your fair share of “slacktivists.”