This post is the first in an ongoing series of best practices and resources for nonprofit organizations on effective communications. Check back soon for more.
For nonprofits looking for guideposts in today's changing media landscape, there is certainly no shortage of places to point your mouse. Many bloggers, thought leaders, and consultants are devoting extensive discussion to the role that social media can play in nonprofits' fundraising, marketing, communications, and programmatic work. (For but a few examples, look to Beth Kanter's blog, the Nonprofit Technology Network, M+R Strategic Services, and many, many others)
There is also a great deal of filler out there on the interwebs for nonprofits looking for help in social media: in the last 12 hours alone (from time of posting), there have been 63 new blog posts containing the words "twitter tips".
Because the transition into a new media strategy represents such a paradigm shift for many organizations, and because of the information overload of (often contradictory) advice, many groups get stuck and don't know where to start.
That's why I was very excited to read the new report from the Hatcher Group on New Media and Social Change: How Nonprofits are Using Web-based Technologies to Reach their Goals. They surveyed (an admittedly tiny) sample of 30 nonprofit organizations working on state-level issue advocacy. The report focuses on how these organizations are using social media tools like twitter and facebook, and how they are reaching out to bloggers -- and the impact that they've seen on their goals.
We learn, for instance, that of the groups surveyed, 83% are reaching out specifically to bloggers about their organization. But it goes on to report the benefits of that outreach - over 80% of organizations were subsequently cited in blogs, and about 20% were invited to post on blogs themselves. 60% of organizations were currently on facebook, and of those, 34% said it increased traffic to their website, and 20% said it increased media coverage.
Too many organizations start engaging in social media because it's "the thing to do", without thinking about how it helps them achieve their mission. Check out this report for a great sense of how your nonprofit may fit in with how others are using new media in their communications strategies, along with clear, easy-to-read best practices. Their guidance on blogging and reaching out to bloggers is a must-read.
photo by matt_hamm
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