Gini, I think the reality is that we're experiencing blog and digital content overload. The plethora of options has exploded, which makes it tough to be discovered and read.

Content marketing is important today as it always has been, but it is taking a huge time investment. I have to admit that I sometimes wonder if brand awareness is enough of a ROI. For many of us, content marketing is about customer acquisition. I'd like to see a marketing study that indicates the effectiveness of content perseverance.

I agree with you, Paul! Social media is a form of communications. It's also a marketing tactic that is part of an overall marketing strategy. Otherwise, why should employees spend time on it during the work day?

There has to be an objective, whether customer-service oriented or otherwise. Then, there needs to be some metrics by which we can evaluate the time and energy spent on SM sites. This builds the case for a holistic approach to marketing communications across an entire organization, "extending to all departments and business units" as you say.

Jesse, I believe there's an even finer difference between nonprofit associations (501c6) and charitable organizations (501c3). The presentation to which you refer, appears to be about membership marketing. Recent studies show that charities are not generating much revenue using social media. They are, instead, building relationships and brand awareness - both good things.

I am a LI fan and think these new additions are great. Thanks.

As an ex-pat Canuck, now living in the US, I want to bring your attention to a book that every fundraiser, donor and nonprofit board of directors should read. Uncharitable by Dan Pallotta is an eye-opener on this very topic.

The nonprofit organizations for which I consult or know through my roles in the Association of Fundraising Professionals and American Marketing Association, have been struggling with reduced operational dollars. Especially after the mortgage crisis and economic meltdown last year, many have been demoralized, have cut back on staffing, and are trying to keep their heads above water to continue to do their work. Staff are doing the work of three FTE's and boards expect fundraising miracles without adequate tools.

As for the ratio of fundraising costs to raise $100, one has to take into account start-up ideas, events, and tactics that may take 2-3 years to build. It may not be until the 3rd or 4th year that the net is at an acceptable level for the time and money invested. This is similar to any start-up business where money goes in before it can come out. It's part of growth.

It's always the few organizations that the media references as bad eggs that paint the entire sector with a flawed brush. Nonprofits NEED to invest in their services and programs, marketing, and fundraising efforts in order to sustain themselves and live their missions. They NEED top-notch staff to ensure their business operations are sound. They NEED committed volunteers for oversight and assistance. What they don't need is constant criticism that the sector is too rich, spends money foolishly, and wastes donor dollars. That represents a small minority in my experience.

So true! Marketing efforts in the nonprofit sector can only be as good as their databases. Yet, many still haven't integrated their in-house systems nor captured e-mail addresses effectively. Imagine what they can do if this issue were solved. We need to enlighten donors that infrastructure costs need funding as much as services and programs.