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This great article by Julie Niehoff applies to us all and not just Not for Profit organisations.
For nonprofit organizations, exposure to potential donors, supporters, and volunteers is critical to success and sustainability. Social media marketing is a great way to gain that much needed visibility at virtually no cost. The biggest hurdles for many organizations are figuring out which social networks are right for them, getting started, and then maintaining their presence on a regular basis. She gives some ways to do all three.
Read the full article : Use social media marketing to spread the word about your organization and cause