Associations are fully entrenched in the world of social media—using various tools to communicate with and engage their audiences. But is it an effective tool for fundraising? The answer is no—and yes.

With more organizations using social media tools in their overall communication strategies, it seems like a natural segue to use the same tools to fundraise. A survey conducted last fall by social CRM provider Avectra, for example, found that three-quarters of nonprofit organizations believe social media will have a moderate or very positive impact on fundraising efforts this year. But so far, these tools are proving more effective at stewarding relationships with donors than bringing in donations.”

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