June 02, 2011

How Small Groups Can Put Social Networks to Use

Aaron Steinberg, social media manager for SAR High School.

Building a social-media strategy from scratch can be a daunting challenge, especially for smaller organizations that have limited money and employee time.

But Tracy Viselli and Aaron Steinberg are proving that it is possible for even the smallest groups to create effective online strategies.

Ms. Viselli, a community manager at Action Alexandria, is working with a group of small, local nonprofits in Alexandria, Va., to build successful online fund-raising campaigns.

Mr. Steinberg is the social-media manager at SAR Academy, in the Bronx, N.Y., one of 10 Jewish high schools that were accepted into the Avi Chai Foundation's social-media academy. As part of this program, Mr. Steinberg's school is participating in an online fund-raising contest designed to help it attract at least 1,000 online donors.

In this episode of Social Good, Allison Fine, the host, talks with Ms. Viselli and Mr. Steinberg, who discuss the challenges they have faced as they have built these efforts and offer tips on how other nonprofit groups can learn from their experiences.

Allison Fine, a nonprofit leader and expert on technology and communications, discusses how charities and foundations can more effectively use social-media tools to spread their messages and raise money. Ms. Fine incorporates suggestions and questions from readers into her podcasts and invites you to e-mail her at Look for new installments on the first Thursday of every month.