Justin Perkins of Care2 and creator of frogloop.com, Care2's nonprofit marketing blog, shares his experience in working on over 100 nonprofit campaigns to recruit millions of people online. In light of recent hype of social networks such as facebook and twitter, this presentation gives a reality check by calling out the hype, and placing social marketing in context with a broader online strategy. Perkins shares three key principles of online marketing and fundraising: 1. Be prepared to be lucky. 2. Use the right tool for the purpose. 3. Put your supporters first. This presentation also encourages nonprofit fundraisers and campaigners to focus their precious resources on efforts with the highest Return on Investment, which in the case of online fundraising, is still via email, more often than not.