Social media nonprofit best practices for engagement and message communication include creating a strong focus for your site rather than a general theme.
By focusing on a particular target of message, you have a greater chance of engaging your audience in a real conversation. A good example of this is the UN Foundation,which operates the Nothing But Nets website which has been very successful in getting people to rally around the cause of getting malaria nets to children in need.
Another best practice is to focus on ways your community can contribute to your cause that go beyond just donations of money. This could mean asking for volunteers or for people to share their experiences. Asking for something other than money is a refreshing way to engage your audience and build meaningful relationships.
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Source: http://matthewalberto.com/2012/02/social-media-nonprofit-best-practices-for-engagement/
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