I believe I see what you're getting at but I think you're starting off with the wrong question. "Get results" is too vague. What you want to do is think "What is the chief aim of having this social presence and how does it fit into the larger plan of the organization?"

Once that question is answered, you'll have a goal in mind. When you have a goal you can paint a picture of what success looks like. And when you know how success looks you can work backwards to achieve that aim.

What does this nonprofit need to achieve that can be supported or attained through social media? Heightened awareness? The first touch that leads to a partnership with other organizations that already have the audience you want but would not be threatened by plugging you into their community?

You need to answer those questions first, then do an internal SWOT analysis. (Strengths, weaknesses, opportunities and threats.) I say internal because in some organizations, there are people bottlenecking power, who have glorious titles but aren't able to actually help you, who want forward progress but only if it looks like they led the charge.

You need to know where your landmines are, who your allies are and how to navigate the space you're in.

You also need to see how you can use whatever leverage you have to inspire action offline- if the offer happens in person, how do you use social to get people to *gasp* go outside?

You may find out that there are, say, five key organizations where the leader is very involved in social, where you have a hope of connecting to a person who can actually make decisions like announcing your event in their newsletter or blog.

Or you may find that you need to create content that solves a pain your community has, and get it delivered them via email, using Twitter, Facebook or Google tech that allows them to sign up with those accounts, via the address they use for those accounts. Some people love that it gives them greater control over subscribing/unsubscribing.

Then there are issues like having a search, local or mobile ready blog. Do you have one? Do you need one for your purposes - some brands have enough traction without a blog but still need a home base. Though I suggest that you always operate social from the foundation of a blog (which is part of social media, an oft-forgotten fact), if you don't have content creators nor the budget to hire them, it may not be the time.

Think about those questions. Then come back and get really specific. Let me know when you've got a target and I'm happy to help.