If your nonprofit uses Facebook or Twitter, chances are you've heard of the term "influencer". An influencer is a person active on social media that has a lot of followers who are also actively engaged in what that person or entity has to say. Social media expert Beth Kanter, for instance, is a great example of an influencer.

Getting noticed and retweeted by these folks has obvious value for your nonprofit. But how do you get on their radar? As in life (and fundraising!), the best thing to do is develop a genuine relationship with them over time. 

Participate in their conversations. Follow and post their content. Don't jump to Direct Messages or e-mail asks. After they get to know you, then make your move. Sharing may also just happen organically because they're now paying attention to you, and are interested in your cause.

Remember -- social media is about having conversations with other human beings. Many of the same social norms apply online, as they do in real life. To quote a song from West Side Story, "play it cool, real cool".