Tips for Creating an Online Strategy

No matter how successful their direct-mail campaigns, organizations of all budgets, sizes and missions should consider what else they can be doing to bring in more donors, especially as new opportunities — Facebook, Second Life, SMS, MySpace, e-mail, Twitter, etc. — explode onto the scene.

So says Eric Rardin, director of nonprofit services at Care2, an online social network of nearly 10 million people worldwide concerned with a healthy environment and living sustainable lives.