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Nonprofit 2.0
How nonprofit organizations can utilize blogs, online videos and Facebook tocreate powerful relationships and promote their missionsArizona State University, Masters of Nonprofit Studies (MNpS)
College of Public Programs School of Community Resources and Development Capstone Project, Fall 2008Completed 11/5/2008Aaron Stiner Founding Board Member, Board Vice President and President Elect YNPN Phoenix aaron.stiner@asu.edu LinkedIn Professional Profile Twitter Feed
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CONTENTS
Executive Summary
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SECTION ONE: EVOLVING ROLE OF THE INTERNET1.1 Widespread Use
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1.2 Impact of the Internet
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1.3
Evolution into “Web 2.0”, Use
r Generated Content and Social Networking
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SECTION TWO: USING WEB 2.0 TOOLS for NONPROFITS2.1 Blogs
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2.2 Online Videos
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2.3 Facebook
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SECTION THREE: WHAT ARE THE BARRIERS TO USING WEB 2.0 TOOLS AND HOW ARE THEYOVERCOME?
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SECTION FOUR: FINAL RECOMMENDATIONS
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WORKS CITED
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Nonprofit 2.0:How nonprofit organizations can utilize blogs, online videos and Facebook to create powerfulrelationships and promote their missionsExecutive Summary
Now, more than ever, we are a wired society. 78% of US adults and 21% of people worldwide access theinternet on a daily, if not hourly basis, and thanks to innovations in mobile technology, the internet is with uswherever we go.This high-level of connectivity has changed almost everything about American life, from how we participatein democracy, to how we pick our restaurants or order food. There are few organizations
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business,government or nonprofit
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without an online presence. And many organizations are shifting significantaspects of their enterprises online. Most importantly, consumers, donors and citizens expect theorganizations with which they interact to make their products and services available on the internet.
However, the internet, and how we interact online, is changing rapidly. “Web 1.0”,
where the flow of content moves
unilaterally from the producer to the consumer, is on its way out and “Web 2.0” now rules
the cyber networks. Characterized by user generated content, Web 2.0 activities and applications areinteractive and networked. In the new era of Web 2.0, Facebook, YouTube and blogs reign supreme.Every day millions of users participate by contributing content, or controlling it in some way, and sharing itwithin their networks of others interested in the same topics. Users go online to express views and instantlyconnect with individuals and communities who share their concerns, most often times without joining largemembership organizations.At the heart of these networks are relationships based on two-way communications; a conversation betweenindividuals rather than a speech from an organization
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relationships which hold great potential for nonprofitorganizations.
Don’t be fooled though. Navigating the complex world of Web 2.0 can be confusing and
strategies to embrace the technologies carry their own risks. But the risks of not participating are too greatand, as this report will demonstrate, philanthropic organizations would be remiss in not developing strategieswhich capitalize on the power of Web 2.0 tools and applications.The sections ahead will provide examples of how the Web 2.0 tools of blogs, online videos and the networkapplication Facebook are being used by a variety of philanthropic organizations to achieve their social changegoals, along with recommendations on how your organization can develop Web 2.0 strategies to supportyour mission and objectives.While there are a multitude of applications available in the Web 2.0 toolbox, this report focuses on blogs,online videos and Facebook because they can be easily implemented by most nonprofit organizations, withlittle cost and reach massive audiences in a powerful way that readily serves the needs of nonprofitorganizations. After you read this report
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the first section focuses on the evolution of Web 2.0 and thesecond section focuses on specific strategies for nonprofit organizations
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I encourage you to go online andfind out for yourself the power and possibilities of this new era of online technology.Best regards,Aaron Stiner
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