Are you approaching social media with the attitude: "How do I configure this application to raise money for my organization?"

Do you believe that Twitter and Facebook are like email platforms or database software…Able to be deployed in the same ways for every organization, event or cause?

In his Internet Management for Nonprofits chapter "Social Networks: Getting Your Organization Working For Them!", Philip King challenges not-for-profits to change their core assumptions about digital fundraising.

Social media networks are not tools; they are collections of people already engaged in conversation, and they require a fundamentally different mind-set and approach from that of traditional tools. - Philip King

The case studies in this chapter include some amazing projects with great take-away lessons:

Canadian Olympic Foundation built an online community for volunteers and supporters to share their stories, enjoy the Olympics, and fundraise for amateur athletes.

World Society for the Protection of Animals has a full-fledged social media strategy, touching several marketing channels and led by a staff member responsible for online communications.

Athletes for Africa operates a volunteer-led event in 100 cities around the world, enthusiastically welcoming the opportunity to give away control of their brand to their supporters.

Network for Good uses social media to tap into the conversations that are already taking place, helping NFPs leverage online support to build and strengthen email lists for important causes.

Do you base your social media tactics on what you are trying to achieve? Remember, one size does not fit all!

Check out these full case studies in Internet Management for Nonprofits - available online and in book stores.