Solutions for Non-Profits

Social media is a key element of Web 2.0 ( a category of new Internet tools and technologies created around the idea that the people who consume media, access the Internet, and use the Web shouldn't passively absorb what's available; rather, they should be active contributors, helping customize media and technology for their own purposes, as well as those of their communities) but Web 2.0 isn't just the latest set of toys for geeks, it's the beginning of a new era in technology — one that promises to help nonprofits operate more efficiently, generate more funding, and affect more lives.

These new tools include, but are by no means limited to, blogs, social networking applications, RSS, social networking tools, and wikis. On this page, you'll find articles on a variety of Web 2.0 tools and technologies. We'll continue to update this page, so be sure to check back to learn about the latest technologies for your organization.

Non-profits need to adopt a new philosophy of making their constituents the distributors of their message, and their work. To facilitate this shift, there is a need to educate more non-profits about what possibilities Web 2.0 tools offer and the practical ways to get started.

• Blogging communicates with the target audience more frequently and more cost-effectively than newsletters and appeal letters.
• RSS feeds of blogs, videos, etc., allow supporters to receive, read, and act upon the communications at their own pace

Probably the most important best practice to recently emerge is the integration of the Internet with other communication channels — in particular with direct mail. Savvy nonprofit groups are beginning to see the importance of integrating online and offline communication and solicitation efforts. They also are recognizing that a single mode of communication should not be measured in isolation, but rather by its impact across various communication channels.

Developing Online Marketing Capacity

While progress has been strong, online marketing capacity remains a significant challenge. While nonprofit executives increasingly appreciate the strategic role the Web can play, most do not know how to organize for success. Very few have clearly stated Internet marketing plans. Many do not provide enough human resources or the appropriate in-house skills. Many groups still struggle with defining what metrics they should measure and how they should determine the level of their success.

To maximize online success,ConsumersSphere recommends that nonprofit organizations remember the following core principals of eCRM (online constituent relationship management):

• Focus on building your email file. Aspire to collect email addresses for 50 percent or more of your active donor base while building an additional email file for prospects.
• Engage your constituents with compelling emails, Web content and other online interaction opportunities.
• Ask for support at an appropriate frequency through email appeals. Also, make sure that those appeals are clear, tangible and have a strong case for support.
• Retain and grow your constituents by providing opportunities to become sustaining donors, keeping them up to date on how their contributions are being utilized, and offering them opportunities to deepen or expand their involvement. Segment or personalize your communications to show that you recognize their specific contributions and understand what they most care about.