How do you turn social and media attention into donors for your organization? Emily Moyer, the SVP of Marketing and Digital Strategies at the Michael J. Fox Foundation explains the process of moving friends to funders. They were able to capture the attention from Back to the Future Day in 2015 and turn it into a record breaking fundraising year around #GivingTuesday. 

This goes far beyond the luck of having a celebrity attached to the foundation and instead speaks to the methodical approach Emily's team takes to tracking and nurturing their audience.