Marketing through social media case study

Smartblog on social media has run an interesting case study on how the Lupus Foundation of America uses Facebook to raise funds. Considering the recent publicity claiming that Facebook is a bit of a dud when it comes to raising funds this is an interesting case study to see. However I did notice that while they reports at 790% increase in donations via Facebook I would be interested to see what the actual amounts were (afterall, a 790% increase from $1 would probably not justify the resources allocated to daily updates). I would be interested on your take on this article.