Meaghan Edelstein has a virtual seminar, if not a semester, on Mashable with her post, "8 Tips for a Successful Social Media Cause Campaign." It's got insights and processes that anyone doing non-profit PR (and why not profit as well?) ought to be familiar with.
Edelstein, an attorney and the founder of the non-profit organization Spirit Jump, has battled cancer herself, as documented on her blog, I Kicked Cancer's @ss, and now a Facebook page with the same defiant name.
She notes that gaining and holding an audience in online cause marketing, where there has been a dramatic increase in campaigns, can be challenging. Her tips, born of her own experiences, are intended to help with that.
They include creating a strong theme with clear goals, seeking a non-profit partner active in social media, targeting a well-defined audience, energizing supporters, timing, and following up. These are classic PR tactics, leavened by social media experience.
Each of Edelstein's tips includes relevant examples. It's a very generous, important post indeed!