You Can Change the People That Matter

• Trust me — there’s so much being said about your organization and your issue or cause, whether you know it or not.
• Listening in — via techniques such as setting up Google Alerts on your organization name, leaders and issues; tracking tweets that include those same terms; and “liking” relevant Facebook pages — is easy and cost-effective, and it gives you major insights (good or bad).
• Once you have a sense of the conversation out there, figure out how you can join it in a productive — never defensive — way.

3. Launch a fundraising advisory group.