Social media not always ‘tweet’ deal for charitable fundraising

Not-for-profit organizations throughout North America that were awed by the viral success of the ALS Society’s ice bucket fundraising challenge should think twice before using social media as a significant fundraising tool, says Nicola Lacetera, a University of Toronto Mississauga management professor. A campaign may attract attention worldwide without prompting a commensurate spike in fundraising or any significant action to further the cause. —> Read More

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