By Allison Fine

Social networks offer nonprofits an opportunity not just to reach out to supporters who would otherwise be hard to find but also to weave strong connections with them.

June Holley, an author and consultant, says savvy groups build relationships slowly and deliberately. They begin by listening, rather than bombarding potential supporters with information, and only later encourage them to advocate for the organization.

In the latest episode of Social Good, a Chronicle podcast, Ms. Holley explains how nonprofit social-media managers can use social networks to bring together supporters and inspire them to become online advocates for their work.

Allison Fine, a nonprofit leader and expert on technology and communications, discusses how charities and foundations can more effectively use social-media tools to spread their messages and raise money. Ms. Fine incorporates suggestions and questions from readers into her podcasts and invites you to e-mail her at afine@demos.org. Look for new installments on the first Thursday of every month.