Email has long been the king of the online advertising world. It is being rivaled now by the many forms of social media coming to the forefront of the masses. At the Red Cross, we're using the power of email to drive donors to our social media sites. Twitter and Facebook have become an important component for mobilizing volunteers and getting information out regarding disaster situations. Email and other social media has boosted participation in blood drives and increased social awareness of the Red Cross and its mission.