TechTalk: Should I Spend More on Facebook or Google?

We have more choices about how to spend our online marketing budgets than ever before. So how can a fundraising team be as efficient and effective as possible with limited time and money? That's what we'll explore in this month's column.

There are two extremes, and it's best to avoid either one. On one side of the spectrum are those fundraising organizations that are too limited in their online marketing. They may rely heavily on only one or two online tools. They have websites and are using email newsletters, but that's about it when it comes to online relationship building.