It's important in any economic conditions for nonprofits to effectively promote their missions, programs and fundraising campaigns — in other words, to properly establish and maintain their brands. And it's especially essential for them to get the branding right before jumping into new arenas like social networks.
"It's just a new way to do old business."
So said Danielle Brigida, associate operations coordinator for the National Wildlife Federation, in the session "Using Social Networking to Build Affinity, Community and Brand" at Fund Raising Day in New York 2009 presented by the Association of Fundraising Professionals Greater New York Chapter in early June. In her session, Brigida discussed the need for nonprofits to clearly articulate a strategy for utilizing social-networking sites to enhance brand, build affinity and expand reach.
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Danielle Brigida, social media outreach coordinator for the National Wildlife Federation, discusses social networking tips shared in her Fund Raising Day in New York session "Using Social Networking to Build Affinity, Community and Brand."
Is your organization considering setting up a profile on a social-networking site? Are you wondering what tasks are involved, how much time it will take, and how you might streamline your efforts? Maybe your organization has established a presence on MySpace and is now contemplating adding one to Facebook. Perhaps you’re wondering how you can juggle multiple profiles and still have time left to do other work. As more and more organizations jump on the social-networking bandwagon, people are seeking ways to make the time spent on these tools as efficient and fruitful as possible. I recently surveyed several nonprofit professionals and social-networking mavens