Furthermore, the Open Graph — which is a kind of gateway to Facebook for websites — also allows you to create apps that let the donors share what they are doing for your cause. For example, if you allow volunteers to sign up on your website, they can automatically share their volunteering activities on their Facebook pages — which of course spreads the news to their friends. If they reach a certain level of support they can post “gold supporter” status to their pages — or whatever you want.
So, to leverage the power of the social Web and get beyond a few hopeful tweets, you need to consider Web, CRM and social as one. As blogger Seth Godin says: “How can you squander even one more day not taking advantage of the greatest shifts in our generation? How dare you settle for less when the world has made it so easy for you to be remarkable.”