26 May 2009 No Comments
Social media and the nonprofit world
Five or six years ago, the social web was something few nonprofits had time to think about. These days, says Beth Kanter, it’s a powerful force for change in the nonprofit sector, not to be ignored. Many inside (and outside) the nonprofit world agree with her. Beth recently posted an overview of nonprofit social media trends at Mashable, on four ways social media is changing the nonprofit world. Here’s a quick summary:
1. Deepening relationships and engagement–organizations like the March of Dimes attribute the empowerment of their supporters to their social media strategy. The strategy makes it easy for members of the community to share their personal stories and inspires action among them.
2. Individuals and small groups are self-organizing around nonprofit causes–web-based social applications on Facebook and other platforms are providing opportunities for people to meet virtually and organize around causes they care about. Short-term campaigns to raise awareness and to raise money online are on the rise.
3. Facilitating collaboration and outsourcing–social media provides new ways for nonprofits to engage with their communities of supporters, and what’s more, “the social web lets people who work in non-profit organizations connect and collaborate informally across institutional boundaries quickly and inexpensively.”
4. Social change behind the firewall–organizations like the American Red Cross and National Wildlife Federation have found social media to be full of opportunities. Not only has it allowed them to engage with their supporters; it’s also helping them to reinvent their internal institutional culture, inspiring collaboration and efficiency.
How has a social media strategy changed the ways in which your organization engages with your supporters? How has it effected change within your organization’s structure?
