To the Point: The Great Debate: Which Channel Is Best?

Regardless of how you gather information about your donors, members and advocates, you must make time to listen to the marketplace. Here is where a conversation about marketing channels and tools begins to be useful.

For example, the Latin American Youth Center in Washington, D.C., serves (you guessed it) youths. It uses social-networking sites such as MySpace and Facebook to listen to what young people are saying. Some of this research has yielded important information about gang activity that is then relayed to school administrators and police. While it’s hard as marketers to “get outside” and listen to our constituents, it’s critical if you’re going to stay relevant.