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I think its important to point out what type of page it was that Muller was using as his example. It was one that dealt with just "Cats" in general, and one in which not getting engagement doesn't seem all that surprising.
With non-profits, you're generally trying to reach your core audience first, followed by additional interested parties. People are more willing to engage and work with a cause they have a connection with rather than a page dedicated to cats. I agree with your suggestion of email and the blog, as those are obviously much more controlled on the organization's part. Utilizing other available resources where the org's audience would be found is definitely something that should be part of the strategy. Campaign design is going to be hugely important too...there has to be a driver for people to engage.