While some nonprofits are slow to “go digital”, our nonprofit primarily exists online. We were quick to build out our social media channels along with our website but we reached a point where our follower growth stagnated and our audience was disengaged. I wasn’t sure where to go for help until I watched a webinar that featured Amy Sample Ward and Allyson Kapin, the authors of Social Change Anytime Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage your Community.

I was a total novice when it came to social media campaigns (I didn’t even have any personal social accounts before becoming media director). I knew a little of the kinds of content our audience liked but I recognized that I was facing a steep learning curve. I needed to know how to build social media campaigns that would engage our existing audience, attract new followers, and move our community up the donor ladder.

Multichannel marketing book

Guiding principles useful to any nonprofit

The guiding principles for this book can be used by small start-up nonprofits (like us) or for large-scale nonprofits who want to make the transition to digital fundraising and community engagement. There are even tips for employees on how to frame these principles to resistant board members or upper management.

I read Social Change Anytime Everywhere like a mystery novel—every page was another “AHA!” moment. I was deeply inspired and motivated by the book. Advocacy, fundraising and community building were all new to me at that point when I started reading but soon enough, I couldn’t wait to put the guiding principles into action. I read this book almost six months ago and I still reference the strategies I learned from it.

Major takeaways:

  • With multichannel campaigns, adapt messaging and graphics for each—don’t be lazy!
  • Create different messaging for your crowd, network and community
  • Use automated emails to move potentials donors up the engagement ladder (the book outlines how)
  • Text-to-donate is a very effective form of mobile giving and a great way to rally your community.

In addition, the book provides a thorough look at multichannel approaches for fundraising campaigns, community building campaigns and advocacy campaigns.


More platform-specific examples and strategies, please!

Here’s the problem with writing a book about rapidly evolving social platforms—they are rapidly evolving. I believe the principles withstand this changing nature but I would have liked to see more platform specific examples and strategies. Particularly for Instagram, because we’re having a hard time engaging our audience there!


A worthwhile read for…everyone!

Consider reading Social Change Anytime Everywhere if:

  • You have no idea what you’re doing when it comes to communication channels but want to learn.
  • You have run single-channel campaigns but want to learn how to implement them on a larger scale.
  • You are part of a small nonprofit and you’re juggling many things (this book with help to trim away the excess functions you’ve been performing).
  • You’re looking to move your nonprofit online.
  • You need help convincing your organization to move online (this book will not only give you tips on how to have that talk but also the knowledge contained in this book will be empowering).
  • You have engagement but no donors.
  • You don’t have any engagement nor do you have any donors.
  • You work in communication, social media, marketing, development or fundraising. Or at a nonprofit. In general. Just read the book—it’s worth it.



Alexandra Axel

Alexandra Axel

Media Director at The Caregiver Space
Alexandra Axel is the media director for The Caregiver Space, a nonprofit with a free online social network that allows caregivers to share their experiences, find critical resources, cope with stress and effectively combat the isolation and exhaustion of providing care for someone they love. Additional to her work at The Caregiver Space, Allie enjoys writing poetry and short fiction, devouring books, biking, crafting, urban agriculture and imperfectly cooking. She currently resides in Brooklyn with her partner and their pup, Hen.
Alexandra Axel
Alexandra Axel