Social media can provide return on investment (ROI) for organizations through various impacts. It can help with public relations, member loyalty, lowering costs, and effective recruiting. To generate positive ROI, a social media campaign should increase the frequency of donations, reach of donors and volunteers, and yield of amount spent. ROI is measured by establishing baselines and monitoring non-financial impacts like website visitors as well as financial impacts like increased donations and cost savings. Examples show social media can provide cost savings through lower customer support costs and increase revenue through higher spending from community participants. Old Spice saw a 107% increase in sales from a viral social media video campaign that generated millions of views and comments.