…And Tactics

For philanthropic organizations, using the Web to build
awareness should be similar to how private companies employ the
Web, e.g. part of a fully integrated marketing/communications plan
that could also include print, broadcast and/or direct marketing
elements. If you're using the Web to plug a nonprofit organization,
be aware of the Internet chat rooms catering to your specific cause
as well as those digital reporters who cover the philanthropy beat.
"It's using viral marketing tactics," adds Leslie Jump, VP-
marketing and consumer programs, Network for Good. "It's one-to-one
and one-to-many, and understanding who you are trying to