THE BLOG
01/14/2013 09:36 am ET | Updated Mar 16, 2013

The 4 Kinds of People Who Care About Causes - and What They Do Online

The wonderful people at the Georgetown Center for Social Impact Communication have drawn on their recent research to profile who is most likely spread the word about your cause - and how.

To me, the headline is that while most people are active online, that doesn't mean that they focus all their advocacy efforts on the Internet. People spread the word both online and off, just as they donate online and off, just as they shop online and off. The wise nonprofit - and the wise company - recognize you have to meet people in the many real and virtual places they inhabit and provide easy ways of spreading your message wherever they are.

Subscribe to Must Reads.
The internet's best stories, and interviews with their authors.