“I need to write our case for support,” said my friend who I ran into at Fundraising Day New York. My immediate suggestion was to identify those words and phrases that would resonate best with his audience. In other words, I wanted to reach through his organization’s social media accounts to find what words and phrases got the largest number of positive reactions (such as “likes” on the organization’s Facebook posts). And so we launched a project, borrowing the web sites of two of our small business friends: Gabriel Colella, a transformational teacher; and Snug Planet, an environmental services company.
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