London Regional ICT Champion

A new report surveying the adoption of web 2.0 technologies by non-profit organisations found that “blogging was viewed as a sure, effective way to reach net citizenry”, whilst non-profits were “less optimistic about the prospects of social networking technologies to help raise significant monetary or goods donations for their organisation.”

The report also found non-profits were:

• optimistic about the value of social networking technologies to “organize an event” and “spread news” about the organisation.
• increasing their “web traffic” through use of various technologies.

Read more below the fold..

Interestingly, the report goes on to talk about some of the strategies we’ve discussed in the past for successful implementation of web 2.0 technologies. So, if you’re planning to launch a Facebook group or Youtube video for your non-profit:-

• Know your options, get informed, learn from others
  • research successful campaigns
  • plan tasks, define goals, measures of success, and budget time

• Identify what you want to accomplish, and why you should use web 2.0 technologies
  • Determine what it is you want to achieve
  • Test one tool at a time – its quicker to set up Facebook groups than making a video for Youtube
  • Use existing technologies rather than building new ones
  • Spend time marketing and contacting potential contributors

• Why use social networking technologies and how does it fit with your organisation’s mission?
  • Think about your motives – avoid using social networking as a sales tool. rather use it as engagement strategy or educational tool
  • Understand your target audience – this will inform the tools you pick
  • Make sure the tools you pick are sustainable – will they be around in 5 years time and can you get your data out?

• Indicate reasonable, realistic metrics and measures for success
  • Target a specific measurable metric – increase in members, web traffic, donations, volunteers recruited, etc
  • Make your metrics relevant to the tool you choose – Facebook, Youtube, etc
  • Be realistic – will your Youtube video get 100,000 hits? Can your cause attract 100,000 supporters in Facebook?

• Develop organisational support and personnel
  • Be sure to have a dedicated staff person tasked with developing new media
  • Management needs to ‘buy in’ or it will lose credibility
  • Manage social network/community expectations as much as possible
  • Integrate traditional marketing and communications with online as much as possible

• Launch, evaluate, reiterate, repeat
  • connect with like-minded people using web 2.0 technologies to promote causes similar to your own
  • Tap into pre-existing email lists or networks to build a foundation for your own network
  • Have an annual “meet up” for your community – it fosters a sense of belonging
  • Frequent reports on campaign progress to your supporters
  • Don’t expect short-term gains – be patient!