Nonprofit 2.

0
HOW NONPROFIT ORGANIZATIONS CAN USE BLOGS, ONLINE VIDEOS AND FACEBOOK TO CREATE POWERFUL RELATIONSHIPS AND PROMOTE THEIR MISSIONS

Through their partnership with Jobing.com, YNPN Phoenix promotes their work using online videos posted to their website

Valley of the Sun United Way’s LIVE UNITED promotion allows online users to win a t-shirt through an interactive quiz

United Way’s Facebook fans highlight how they LIVE UNITED

HOW-TO WEB 2.0
By Aaron Stiner Arizona State University, Master of Nonprofit Studies (MNpS) College of Public Programs, School of Community Resources & Development

BLOGS...combine short, personal posts with images, video, links and a comments
section The blog should not be from your organization; rather it should be from someone within your organization on the frontlines of your work and who is excited to write it; the author should be identified, including a photo The best nonprofit blogs are a mix of stories about your organization's work and its constituents, organizational news, invitations for readers to check out other bloggers' posts, and links to mainstream news as it relates to your organization Use multiple writers from your organization or writers representing several organizations and networks, including issue area experts as guest writers
Globe Encounters visualizes the volumes of Internet data flowing between New York and cities around the world; the size of the glow on a particular city location corresponds to the amount of IP traffic flowing between that place and New York City; a greater glow implies a greater IP flow

STRATEGY RECOMMENDATIONS
Link your Web 2.0 strategies with your organization’s goals and priorities Integrate Web 2.0 into your traditional marketing strategies to build maximum impact Content is king—include your entire organization, including volunteers, in creating Web 2.0 content, which can be shared through all your online channels Harness the power of your employees – of all ages – who are utilizing Web 2.0 technologies to spread the word about your organization within their networks Web 2.0 projects are ideal for young, emerging leaders Empower your program managers, fundraisers and volunteers to experiment creating online videos about their experiences with your organization Create a constituent advisory panel – donors, volunteers, grantees – who provide feedback on your Web 2.0 efforts Use some of the hundreds of websites which provide advice on deploying Web 2.0 strategies on behalf of nonprofits Go slowly and build on successes; try a pilot program for a specific period of time; pause, step back, evaluate and reassess

IT’S A WIRED WORLD
78% of Americans older than age 12 regularly use the internet The average user is online 14 hours per week eCommerce is estimated to represent 13% of total US retail sales by 2010 US total online giving reached over $10 billion in 2007, a 52% increase over 2006 Facebook has more than 120 million active users YouTube reaches 20% of internet traffic daily, with 30 million visitors per day playing 100 million videos each day Over 30% of online users are regular blog readers

ONLINE VIDEOS...are produced by program managers or
volunteers, filming their work with recipients, downloading the footage to their office computer or laptops and creating simple, powerful videos

IN WEB 2.0, USERS RULE

The most moving nonprofit videos are not beautiful works of cinematography but honest interviews with victims of disease or raw footage from poverty-stricken areas Take the video “viral” by posting it on your organization’s website, blog, Facebook page and emailing it to friends, family, supporters, news media and other bloggers

The internet has become not only a medium for consuming information, but a platform upon which every user has the power to produce content as well Web 2.0 tools and applications include blogs, wikis, podcasts, online videos, Facebook, MySpace, Second Life, YouTube, Twitter, Flickr and many more Users participate by creating and controlling content, customizing what they receive, how or where they view the content, and when they respond Users aggregate, repackage, and redistribute content among their networks creating an interactive, networked conversation In a Web 2.0 world, power is defined by an organization’s supporters; the more numerous and more diffuse they are the more power they generate At the heart of these networks are personal relationships

The campaign of Barack Obama for President was very effective at utilizing internet Web 2.0 tools They created an online community with more than a million users, featuring blogs, online videos and 35,000 local organizing groups, which hosted over 200,000 events The campaign raised over $600 million; of January totals, 87% was raised online His will be the first Administration to have a interactive online presence and President Elect Obama is using online video to deliver weekly addresses

FACEBOOK...allows members to post online profiles including
photos, information about themselves and their interests, along with the “Causes” and “Groups” to which they are connected; it’s very easy to use and allows an organization to easily access huge numbers of constituents at little or low-cost Create a group or cause for your organization and invite your Facebook friends and networks to join, including your employees; upload and share videos, blog posts (from your organization’s blog), newsletters, events and links to articles and other online content which might be of interest to those connected to your organization and cause Encourage your constituents to post comments to your organization’s Facebook wall and submit their own photos or videos

BARRIERS
The generation gap is one of the biggest hurdles – nonprofit leaders may not be familiar with Web 2.0 tools or their potential for furthering a nonprofits mission and strategies Web 2.0 is all about giving up control; its user created and contributed content; many organizations, for-or-nonprofit, have been taught for years that brand control is of utmost importance The internet is extremely crowded and it is difficult for any organization, much less a nonprofit, to get attention It is difficult to assess and evaluate the impact or success of online communication efforts
Aaron Stiner
aastiner@yahoo.com

Phoenix Rescue Mission website links to the organization’s Facebook page, blog, and YouTube site The tools work in concert to support the goals and strategies of Phoenix Rescue Mission and offer supporters an opportunity to create a relationship with the organization

Samuel Richard is an ASU undergraduate student in Nonprofit Leadership & Management, American Humanics President and Student Recruiter Sam authors the Deserted After Dark blog where he discusses ASU Downtown, community life and social change—ASU links to his blog from the College of Public Programs home page

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