Use Web2.0 Tools to Raise Money for Your Organization
Before committing resources to particular milestones & objectives for a fundraising campaign that employs groups, events, and applications on Facebook, OpenSocial, and other platforms, test (AB testing) the relative appeal of various assets (themes, messages, actors, stories, text, images, video, wikis, audio, speakers) and tools for your campaign on a representative sample of your target audience/engaged membership.
Some set of elements fit together and perform as a whole better than others. Find out which combinations create the best results.
Once testing is complete, estimate:
When you are satisfied that the campaign is properly structured, scaled and geared for success, you must plan, time and schedule your PR campaign lead-ins correctly in front of the events, roll-out of applications, and the follow-through (neither too far in advance, nor too late in the game). Now you should be able to calculate the resources & timeframes required to initiate, operate, and complete the campaign on-budget and on-target before too much has been spent. Don't forget to build tracking into the project!
You're well on your way.