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It wasn't actually the NONPROFIT who raised that money, they were the lucky recipients of a passionate advocate with some great creativity and influence.
True moral of the story is to create passionate advocates who fundraise on your behalf. What can nonprofits do to connect with people like Peter?
I just took a webinar on Facebook marketing that said that you SHOULDN'T use shortened URL's on Facebook posts, and people are less likely to click when they don't know where it leads. Have you tied both short and long form URLs to see which works better?