Christina Johns

Over the past couple of months, I’ve signed up for numerous organizations’ e-newsletters seeking innovators and strategic thinkers who look at an e-newsletter as more than a condensed version of their home pages. 

In the recent FundRaising Success webinar E-mail Strategies for Driving Donations, Christina Johns, senior manager of direct-response television and social media for the International Fellowship of Christians and Jews, and Allison Van Diest, senior product marketing manager for Blackbaud, shared how strong segmentation can drive great e-mail strategy and how social media can fit into e-mail strategy.

So you have your Facebook page and your YouTube channel, and you’re even on Twitter. Now what? How do you get more people to visit your pages and, more importantly, how do you get those who have visited to keep coming back?  Keeping your pages fresh with photos, videos, articles and links is a key factor in creating and sustaining online traffic.

As a 24-year-old who once was grounded for excessive use of MySpace and only intermittent use of my textbooks, I never imagined that someday Facebook would be listed as one of my job responsibilities. However odd it seems, I am indeed responsible for putting in face time on Facebook to expand my organization’s participation in the world of social media.

[Author’s Note: Facebook and MySpace and Twitter, oh my! While I’m not the yellow brick road to lead you to the Emerald City of social-networking Utopia, I am a real, living, breathing, Facebook-surfing, Gen Y, nonprofit professional. My goal for this column, which will appear bimonthly in FundRaising Success’ Giving 2.0 e-letter, is to help nonprofits understand the who, what and why of Web 2.0] “Social networking is great, but we just don’t have the time or staff for that kind of thing.” Does this sound familiar to you? It probably does, because it’s become the motto of many an overworked, understaffed nonprofit organization.

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