Months of planning + weeks of promotion = a single day of giving. That’s what a #GivingTuesday campaign equates to for nonprofit marketers. As you prepare for your campaign launch and everything else leading up to the big day, don’t forget to say “thank you” when it’s all over.

While it’s true that times change and people evolve, the standard rules of etiquette remain constant. Our social media engagements demand the same good manners and consideration we apply to other social interactions.

Tweeting nonprofit CEOs are still a rare breed despite overwhelming evidence that having a social CEO can improve brand image, thought leadership, community engagement, transparency, employee relations, and overall leadership effectiveness.

Although most U.S. nonprofits and charitable organizations are actively using Twitter (86 percent according to a study by the University of Massachusetts Dartmouth Center for Marketing Research), CEOs remain slow in their Twitter adoption.

Powerful storytelling is the lifeblood of a nonprofit’s fundraising campaign success. Without a great story to share, it is virtually impossible to effectively draw an emotional connection between prospective donors and your cause.

A strong social media presence can help you meet your goals in multiple areas including brand awareness, audience engagement, fundraising, cause advocacy, lead acquisition, donor loyalty, and retention. According to Content Marketing Institute’s 2015 Nonprofit Content Marketing Report, 93 percent of nonprofit marketers are using social media as part of their overall content marketing strategy.