With the rise of social media (e.g. Facebook, Twitter, YouTube, LinkedIn etc.) many nonprofits are exploring new ways of fundraising, advocating, and conducting outreach online. This workshop will help participants understand how effective multi-channel online communications work, using examples from health industry nonprofits and more. Our emphasis won't be on technical 'how tos', but rather strategies, with particular emphasis on the question of return on investment from the nonprofit CEO's point of view. We'll also talk about staff capacity, social media policies, the CEO's role in social media, time, and budgeting.