For the past few years, nonprofits have used social media to build engagement around their causes. But, more recently, they have started using social and digital media to directly drive fundraising communications.
The American Cancer Society recently launched its new "Choose You" campaign and website (www.chooseyou.com) aimed at encouraging women to make an online pledge and a $5 donation toward reaching their personal health goals.
Those taking the online pledge can then ask their social networks for support donations.
"We ...