By Allison Fine

The charity Epic Change takes its name quite literally.

The nonprofit, which uses social-media tools to support and raise money for grass-roots activists worldwide, regularly alters its social-media efforts to keep up with changing attitudes and technology.

"You have to innovate in order to encourage people to re-engage," says Stacey Monk, the group's co-founder and chief executive.

This theory has been central to how the charity approaches its annual Thanksgiving fund-raising campaign, which has had three distinctly different approaches during the past three years.

The latest iteration, now known as Epic Thanks, invited people to upload pictures of what they were thankful for—and to make a donation to the group when they posted their photos.

The idea evolved as a result of conversations on a "super-secret Facebook page" that the organization has created for its most ardent supporters.

Ms. Monk says listening to supporters helps Epic Change keep things fresh for participants year after year.

She and Debra Askanase, a digital-media consultant, discuss Epic Change's approach in the latest episode of Social Good, a Chronicle podcast.