The Nonprofit Sector’s Most Pressing Issues: The C-Level Exec’s Point of View, Part 3

McGregor said Greenpeace is moving in a similar direction, developing one department that looks at “emerging media,” as Aloma put it. He said the biggest key to social media is understanding what is meaningful action for your organization. “What do we actually want to happen?” he asked.

Optimizing communications channels
“For us, direct mail is still our cash cow and has the largest budget,” Aloma said. Food For The Poor distributes 24 direct-mail packages a year, though mails slightly less to donors acquired through other channels. Aloma added, “Print is slowly dying for us, however our best major donors come from print — so we hold on to it because of the quality of donor.”