Facebook and Twitter can be used to help spread the message and the web site and phone numbers to have folks give. The main thing is the human element, talking to real people at the mall, either St. Jude parent's or a parent who has had a brush with children's cancer. We had a gentlemen who would come down every year in Allentown and talk with us on the air, who lost his daughter. He had the entire mall and staff crying. That led to a $50,000 hour in our last hour. We drove big metrics, because the staff got into and didn't treat it like a dumb radio promotion, they ate, slept and you know what else at the event.
The staff has to be cohesive and you have to work your communications skills. Some talent don't have the natural abilities to pull this off, that's what you should team strong and average talent together for 3 hour shifts to avoid burn-out. This is an emotional roller coaster and you need a break every couple of hours. That's the extra drive it takes to pull off a blazing radiothon for any community building promotion