Cheaper does not mean more effective or better. It just means cheaper—and in this case, you get what you pay for. First and foremost, any marketing program should be balanced; never put all of your marketing eggs in one basket. If you want to market your legacy gifts program online, fine—but make sure you also use direct mail and print ads, and throw in radio and TV, too, if it’s in the budget. Secondly, keep in mind that the idea behind marketing is to effectively reach your audience. To achieve that goal, you need to reach your audience where they are. If your audience is on Facebook, Instagram, YouTube, LinkedIn, etc., then by all means, advertise there. But do your research first—jumping into digital advertising blindly will drain your budget, not grow your endowment.