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The following is an excerpt from Mobile for Good: A How To Fundraising Guide for Nonprofits.
The amount of time that a nonprofit can invest in mobile and social media depends on capacity. Small nonprofits that are not in a position to hire a part- or full-time new media manager should limit themselves to one or two social networks and place the highest priority on their website, email communications, and online fundraising campaigns.
Mobile and social media are powerful, but when implemented on a small scale, the power is overshadowed by other more traditional online campaigns. Often small nonprofits try to be active on more than two social networks by sharing the responsibility among staff. While this is possible, it does require a concerted effort and cooperation among all staff that content be distributed effectively and consistently.
There still should be one person who is given the directive to research and then communicate best practices as they evolve to other participating staff.
Medium-sized nonprofits at this point should be considering hiring a part-time new media manager or at the very least examining how job descriptions could be altered so that the communications or development staff who are currently managing mobile and social media campaigns can be given more time to fine-tune their skill set and experiment with new tools. The argument against doing this is that budgets are too tight and inflexible. Although this is a valid argument, where there is a will, there is a way.
For more information contact www.nptechforgood.com/2015/02/21/how-much-time-social-media-requires-for-fundraising-success
Prepared by: Nonprofit Tech for Good