Social media is quickly changing the way nonprofits interact with their constituents. Traditionally, communication has been a one way process. Business and nonprofits had focused on providing a web experience that was informative and structured.

Organizational messages were carefully crafted and used precise professional language. Organizations also had full control over the information presented to their constituents. Yet, this approach lacked human context. Individuals, although committed to their causes, lacked the ability to impact and influence the decision process of the organizations they supported.

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