Technology is radically changing the relationship between individuals and the organizations they support. The status quo dictates that companies speak and supporters listen. Traditional media-television,print, and radio-all follow this unidirectional model of communication. But the Internet has transformed the spread of knowledge into a multilateral conversation between organization and member, and among members. The tools that facilitate this exchange are referred to as social media.
Nonprofits and charities aren’t always privy to the latest technologies, but social media are primarily web-browser-based and, more importantly, they are free. In other words, Internet access is the sole requirement for participation. With a lack of barriers, philanthropic organizations cannot afford to abstain from engaging supporters and potential donors on the Web. 75 percent of online adults participate in social technology Web sites according to a Forrester Research survey. And young people, “digital natives,” are increasingly interested in civics and service, making them an ideal new audience for outreach. Proof of this phenomenon is best demonstrated by the groundswell of youth voters who participated in Barack Obama’s historical rise to the Presidency.
A few progressive organizations are already successfully utilizing the social media sphere to further their missions and raise funds. The Red Cross has dedicated multiple full-time staff members to the maintenance of online communications and branding. Recently, the organization partnered with global advertising agency Saatchi & Saatchi in the creation of a three year, international social media campaign. “Our World, Your Life” educates and encourages Internet users to help solve global
humanitarian challenges through local action. In addition to an interactive globe, the site features blogs in eight different languages.
Another group that has created a lot of buzz lately is Invisible Children. Their mission is to save African children from being abducted and employed as soldiers. Invisible Children made waves online with their guerrilla marketing campaign called “Abduct Yourself.” Organizers used social media to synchronize groups around the world in a demonstration that required members to remain in a specific area until someone appeared on-site and “rescued” them. The video went viral and online video content provider Hulu sponsored advertising for Invisible Children on Hulu.com. The group has raised over $17 million through small donations ($12+), mostly from young people.
But perhaps the most interesting and successful campaign of the year thus far is Twestival, a Twitter Festival that connected donors from 185 cities around the world in an online charitable function. The proceeds of the event, totaling $250,000, were donated to the nonprofit organization charity: water. Twestival will fund 55 water projects in Ethiopia, Uganda, and India, providing clean water for over 17,000 people. When charity: water digs a new well, it sends video back to donors via satellite so that the community can stay involved and see the effects of their donations.
These organizations are successful because they utilize creative ways to solicit donations while making the community feel a part of the project from start to finish. In addition, they listen to their constituents, recognizing that some of the best ideas come from people on the ground. Beth Kanter, a well-known blogger, suggests that ROI in relation to Web 2.0 stands for “Return on Insight.” Gaining insight into supporters requires listening to what they say about your brand, learning how they want to interact with your organization, and adapting strategies depending on the results. She also espouses that the messenger is more important than the cause. In order to have an impact, the message must be personal. In other words, sharing online puts a human face on what often seem like impenetrable, impersonal organizational bodies. The social media sphere is first and foremost about people connecting with people.
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