Does your Masters team/club use social media? Which ones? How? What types of people or organizations do those accounts primarily engage with?

I've agreed to help my club do some social media promotion for a big charity day in my area, and the Board has suggested using twitter for fundraising and general club promotion. We have an existing twitter account, but it hasn't really been utilized effectively before. We have a relatively active facebook account for team members, but the Board is looking for a way to reach out to the larger community to solicit donations. Any experience, suggestions, or advice?