As social media director for FundRaiser, I make posts and write articles for forums, facebook, blogs like this one, and newsletters. It's a job I really like, in part because of the ongoing challenge to understand and integrate how the new and emerging tools of online communication can be used to really add something to the conversation between FundRaiser and our nonprofit customers.

As I know that many of you are also dealing with a similar challenge, I'd like to occasionally share what I am learning and experiencing. If you'd like to share your thoughts, too, please feel free to join the conversation on our facebook page, or email me directly at This email address is being protected from spambots. You need JavaScript enabled to view it..

Probably the most important thing to keep in mind, always, is to remember that for all its pizzazz, social media and online communication are about trying to make a connection with the people who want to hear from you and are interested in what you have to say. This isn't new, but sometimes the 'newness' of social media tools makes us forget that it's still always about understanding and meeting the needs of your audience, whoever they are.

Every time you write something, try to put yourself in the shoes of your supporters. If you do this,then you are starting from the right place. Nancy Schwartz, editor of the Getting Attention blog/newsletter for nonprofit marketing , is one writer who has some excellent tips and advice for staying in tune with your audience.