Green Corps is one of the organizations that I’m working with as part of the New Media Mentors program. Each mentorship is tailored to the organization, and for Green Corps we’re taking an interesting approach—using the for-profit sales funnel to systematically work through how they use new media to recruit new organizers.

The great thing about this tool is that it forces you to carefully examine each level and look for ways to make things more efficient, as well as growing the size of each pool. This same approach can be used to work through how you recruit new donors, how you move people up the ladder of engagement—the sky’s the limit!

New media and social media tools can be powerful, but they can also be time consuming and expensive. This is why I’m a huge proponent of developing one comprehensive strategic communications plan or marketing plan for your organization that includes both online and offline tools. Yes Twitter and Facebook are great tools, but if you’ve got a small staff, there might be better ways you could be using your time.