Consumer insight is key to creating your brand image and communicating it.  These insights take many forms, some more useful than others.  One simple – and controversial – measure is whether your biggest supporters (or “promoters”) are wiling to recommend you to others.  “Likes” happen every day on Facebook, and the following is a treatment of how it works:

http://www.philanthropyjournal.org/resources/marketingcommunications/turning-nonprofit-supporters-promoters