Research demonstrates that nonprofit organizations are adopting social media tools at a faster rate than most Fortune 500 companies, but that many nonprofits struggle to interact with these tools to increase awareness, donations, and engagement.

 Harnessing social media tools is key to maximizing reach and exposure online, and, ultimately, raising awareness and donations.

Here are 5 ways for nonprofits to get the most out of social media efforts:

1. Cross-pollinate. Make sure you have an active, up-to-date presence on two or more forms of social media.

2. Ask, listen, engage. Having an online presence is about building relationships. Start conversations, ask questions, listen to what your community is saying.

3. Remember, this isn’t your Mama’s PR. Spin doesn’t work in social media. The key here is to communicate your message honestly, and then release your need to control the conversation.

4. Go the distance. Like all good relationships, social media marketing takes time. Measure initial success not in increased donations, but in how solid your relationships are. Build a foundation of trust first. The financial support you need with naturally follow.

5. Inspire. Why do you do what you do? Be passionate about your work, the lives you touch, the greater good, and it will come across in all of your relationships. Ignite the social media stratosphere with passion for your cause, and watch it spread like wild fire.

Nonprofit administrators, keeping in mind these five points, how would you rate your nonprofit’s social media efforts? I’d love to hear feedback about what your nonprofit is doing in social media and whether or not it’s effective.

* Special thanks to my collegue Pamela Schott for authoring the 5 ways. Pamela’s blog is at http://pamelaschott.blogspot.com/. Check it out!