“We are afraid of wasting money on social media. What’s our ROI (return on investment?)” said a potential client recently. I understand the hesitance, especially from organizations that have successfully fundraised, or sold goods, for decades through more traditional means such as events and direct mail. I understand their concern. It’s a legitimate one. What should they do? Here’s my answer: Continue doing what’s working. If you are finding success through direct mail, it would be foolish to stop pursuing it. But also look at trends and costs. Most likely you are seeing a diminishing return on your investments in these campaigns. With good strategy and planning you can incorporate social media tools inside your traditional advertisement or appeals. Reach a new audience while you can. There are great groups of people that do not respond to letters of appeal or glossy brochures. If you don’t engage them now, you…