Nov 23 2006
Using Web 2.0 tools to create supporters
Over the last few posts I’ve been talking about blogs, flickr, etc and how the voluntary sector might use this so-called Web 2.0 technology to get its message out to funders, supporters, people using its services and beyond.
In his book, Flipping the Funnel, Seth Grodin, describes a process whereby Web 2.0 tools might be used to empower your service users – and turn them into fans and supporters of your organisation.
Seth tends to use some marketing jargon that may not be familiar to UK readers, but nonetheless, he has a message worth hearing: that the people using your services are potentially you’re biggest supporters – and that the new tools make it easier than ever to include them in your promotion to funders.
One way or another, Web 2.0 will make organisations more accountable – not just to traditional funders and supporters, but also to service users – and this is an area that the NCVO ICT Foresight panel is looking at in relation to the UK voluntary sector.
As I’ve said before, if organisations want to survive and prosper, they will need to understand and embrace new technology. Try Seth’s book and let me know what you think.
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