Facebook Exec: "Facebook is Not Only For Fundraising" [Updated]

Non-profits have often complained that Facebook-centric fundraising campaigns aren’t raising as much money as they’d hoped – and this week they found out why. According to Elmer Sotto, head of growth for Facebook in Canada, Facebook should not be treated only as a fundraising tool. Instead, non-profits should be focusing their energies on engagement and building a loyal audience. Sotto’s address to attendees of the 30th International Fundraising Congress happening this week explained exactly why non-profits shouldn’t use Facebook just for fundraising – and what they should use it for.