Humans of New York photographer Brandon Stanton is using his viral fundraising prowess to help pediatric cancer patients at Memorial Sloan Kettering Cancer Center, reports Crains NY.

Sure, with 17.6 million Facebook users and 5.3 million Instagram followers it’s pretty “easy” to raise millions for a cause.

But there’s a lesson here for ALL of us small businesses.

Instead of trying to “sell” (or raise money” first seek to build a community, build a tribe. You do this by educating your audience and by being a publisher.

Build your email list – it’s one of the most important assets every business owner can build and nurture.

While social networks and search engines can change their discovery algorithms at well – your email – no one can touch.