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Web 2

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Web 2.0 for Nonprofits: An introduction of tools and rules …

Web 2.0 for Nonprofits: An introduction of tools and rules

With information from the Case Foundation

Published in: Economy & Finance, Technology
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    • 1. Web 2.0 for Nonprofits : An introduction to the new tools and rules Jocelyn Harmon, NPower Greater DC Region Kari Dunn, Case Foundation
    • 2. Agenda <ul><li>What is it? </li></ul><ul><li>Why should nonprofits care? </li></ul><ul><li>Who’s online? </li></ul><ul><li>The Tools </li></ul><ul><li>Case Studies </li></ul><ul><li>Resources </li></ul>
    • 3. Web 1.0 vs. Web 2.0 Flickr Corporate Blogs Content Management Web 1.0 Web 2.0 Moving from ‘Top-Down’ to ‘Bottom – Up’ Approach <ul><li>Source of Inspiration: Executives </li></ul><ul><li>Key Business Drivers: Existing assets, products, and positioning </li></ul><ul><li>Customer Involvement: Structured </li></ul><ul><li>Tools: Survey, focus groups, storyboards </li></ul><ul><li>Bottom Line: Publishing/ pushing content and knowledge </li></ul><ul><li>Source of Inspiration: Users </li></ul><ul><li>Key Business Drivers: Observations of customer needs </li></ul><ul><li>Customer Involvement: Spontaneous </li></ul><ul><li>Tools: Search, blogs, smart POS, and intranets </li></ul><ul><li>Bottom Line: Harnessing of collective intelligence </li></ul>time DoubleClick Google AdSense Ofoto Press Release Britannica Online Wikipedia Personal Websites Blogging Superbowl Ads Page Views Cost per click Wikis Taxonomy Folksonomy Differences in Customer Interaction time
    • 4. What is it? <ul><li>&amp;quot;Web 2.0&amp;quot; or two-way dialogue is more about the culture of an organization than its&apos; tools. In a Web 1.0 organization, decision making is hierarchical. A few senior staffers go off on THE ANNUAL RETREAT and return with marching orders. Conversely, in a Web 2.0 environment an organization OPENS the door for staff, volunteers, donors, clients and other key stakeholders to be a part of the decision-making process. </li></ul><ul><li>Source: Nonprofit Technology Blog - Inspired by Alison Fine author of Social Momentum: Igniting Change in the Connected Age. </li></ul>
    • 5. An Example
    • 6. Why nonprofits (your grantees) should care <ul><li>Web 2.0 tools can help you expand your reach and may be a great complement to existing marketing and media. The “viral” nature of the tools can lead to an increase in donations, participation, and sales for the smart charity. </li></ul>
    • 7. Why nonprofits (your grantees) should care <ul><li>Web 2.0 tools can help you expand your audience especially of young people. </li></ul><ul><li>Note: 87% of 18 – 29 year olds are online! </li></ul><ul><li>Source: Pew Internet and American Life Project </li></ul>
    • 8. Why nonprofits (your grantees) should care <ul><li>Web 2.0 tools can enhance your brand and make it more visible. Now even the smallest and poorest groups have the opportunity to talk and be heard. </li></ul>
    • 9. Who’s online?
    • 10. The Stats <ul><li>71% of American adults are online </li></ul><ul><li>91% of online adults send or read e-mail </li></ul><ul><li>57% of online adults have used the internet to watch or download video </li></ul><ul><li>54% of online adults look online for news or information about politics or the upcoming campaigns </li></ul>
    • 11. The Stats <ul><li>39% of internet users, or 57 million American adults, read blogs </li></ul><ul><li>32% of online adults rate a product, service or person using an online rating system </li></ul><ul><li>170 million MySpace members </li></ul><ul><li>Source: Pew Internet &amp; American Life Project </li></ul>
    • 12. The Tools
    • 13. Blogs <ul><ul><ul><li>Blogs enable instant feedback and communication. </li></ul></ul></ul><ul><ul><ul><li>They put a real face on an organization. </li></ul></ul></ul><ul><ul><ul><li>They are easy to update. </li></ul></ul></ul><ul><ul><ul><li>Search engines love blogs. </li></ul></ul></ul><ul><ul><ul><li>Great way to build and organize content. </li></ul></ul></ul>
    • 14. Charity Widgets <ul><li>They are portable. </li></ul><ul><li>They enable the best kind of fundraising - person-to-person. </li></ul><ul><li>They can incorporate video, text and audio. </li></ul><ul><li>They enable impulse transactions. </li></ul><ul><li>Again, no HTML needed. </li></ul>
    • 15. Social Networking Sites <ul><ul><ul><li>Enable real and real-time conversations about charities. </li></ul></ul></ul><ul><ul><ul><li>Are places where people are already congregating. </li></ul></ul></ul><ul><ul><ul><li>Platforms for your supporters to support you. </li></ul></ul></ul>
    • 16. Online Video <ul><li>Help show the emotional side of a charity. </li></ul><ul><li>They’re portable. </li></ul>
    • 17. Don’t Forget the Back End <ul><li>You’ll still need a way </li></ul><ul><li>to track and communicate with stakeholders and collect cash! </li></ul>
    • 18. Learn from the Best <ul><li>Alison Fine </li></ul><ul><li>Beth Kanter’s Blog </li></ul><ul><li>Case Foundation </li></ul><ul><li>Facebook </li></ul><ul><li>Kiva </li></ul><ul><li>NetSquared </li></ul><ul><li>Nonprofit Marketing Blog </li></ul><ul><li>Razoo </li></ul><ul><li>Seth Godin </li></ul>
    • 19. Summary <ul><li>“ The Internet&apos;s major innovation continues to be the power that it puts into the hands of the people who have traditionally stood outside the process.” </li></ul><ul><li>USE IT! (my edition) </li></ul><ul><li>Source: Democracy in ACTION.org </li></ul>
    • 20. Democratizing Philanthropy - 2.0 Meyer Foundation - 01.09.08
    • 21. LANDSCAPE <ul><ul><li>Billions of dollars invested in Civic Engagement &amp; Increase in programs that “do good” – 1.5 million nonprofits but … </li></ul></ul><ul><ul><li>Incremental gains in volunteering – 1/3 of the nation and falling since September 11. Increased social isolation – A quarter of Americans feel isolated , more than double since 1985. Decline in civic participation – Civic health at all time low. </li></ul></ul>
    • 22. WHAT TO DO? <ul><li>Has civic engagement become a cultural ethos? </li></ul><ul><li>Interviews and research show: Service is a cultural ethos but civic engagement is not . </li></ul><ul><li>What needs to happen? </li></ul><ul><li>People need to have more chances to connect with one another and figure out how they can work together for the common good . </li></ul>
    • 23. Make It Your Own Awards™ <ul><li>An initiative of the Case Foundation to inspire people to join together to discuss what matters most, determine common issues , create a vision , form solutions , and take action as a community. </li></ul>
    • 24. THE PROCESS <ul><li>• YOU HAVE A VOICE : This new program is part of an exciting trend – a “citizen-centered” approach that involves the public in nearly every aspect of the program. </li></ul><ul><ul><li>Short applications accepted online </li></ul></ul><ul><ul><li>Community-based reviewers select top 100 </li></ul></ul><ul><ul><li>100 pitch ideas as a full proposal </li></ul></ul><ul><ul><li>Judges choose 20 $10,000 grant recipients </li></ul></ul><ul><li>• YOU VOTE : The online community selects four $25,000 grant recipients from the Top 20 finalists. </li></ul>
    • 25. TIMING IS EVERYTHING <ul><li>Cultural changes and powerful new tools are empowering individuals at unprecedented levels. </li></ul><ul><li>Web 2.0 enables organizations, products, etc., be “spread” across the Internet on a large scale, quickly and efficiently . </li></ul><ul><li>Profile is “hub” through which friends can connect , interests extended, applications resident, etc. </li></ul><ul><li>A personal online service , integrating all aspects of daily tasks, outreach and communication. </li></ul>
    • 26. <ul><li>MySpace </li></ul><ul><li>105 million users </li></ul><ul><li>Facebook </li></ul><ul><li>40 million users </li></ul><ul><li>&amp;quot;Nonprofit organizations aren&apos;t </li></ul><ul><li>going to become extinct, but they </li></ul><ul><li>do need to transform themselves; </li></ul><ul><li>they must start to act as part of </li></ul><ul><li>networks of activists not as </li></ul><ul><li>soloists.&amp;quot; –Alison Fine </li></ul>
    • 27. REACHING GEN Y A Marketing Approach <ul><li>Living the “Cliffs Notes” version of life </li></ul><ul><li>Long lists of interests, but no specialty in any one area </li></ul><ul><li>Demands VIP Treatment </li></ul><ul><li>Social networking dominates lifestyle </li></ul><ul><li>Create anti-social behavior because they hide behind made-up worlds </li></ul><ul><li>Only 24% feel they are as happy as they should be – spurred by competitiveness and high expectations. </li></ul><ul><li>Being financially secure (88%) and making families proud (82%) are most important life expectations. </li></ul><ul><li>Education is the most important issue for Gen X &amp; Y (87%) </li></ul><ul><li>GenY needs a sense of urgency: </li></ul><ul><li>NEED specificity! Tell them what to do and how to do it! </li></ul><ul><li>Corporations are more effective than government </li></ul>Taken from the Cassandra Report, The Intelligence Group, CAA
    • 28. REACHING REAL PEOPLE
    • 29. REACHING REAL PEOPLE
    • 30. Accessible Language and Tone
    • 31. BY THE NUMBERS <ul><li>4,641 Applications Received </li></ul><ul><ul><li>69% female </li></ul></ul><ul><ul><li>39% non-white </li></ul></ul><ul><ul><li>24% African American </li></ul></ul><ul><ul><li>Near-equal regional representation: Northeast (20.7%), Midwest (23.2%), South (34.2%), and West (22%). </li></ul></ul><ul><ul><li>56% of applicants said it was the first time they had ever completed an online grant application. </li></ul></ul>
    • 32. WIDGETS &amp; WEBPAGES
    • 33. The GIVING Challenge <ul><li>$500,000 partnership with Parade Magazine, Network for Good and Global Giving </li></ul><ul><li>Champion a Cause : eight people whose charity badges attract the most unique donors will get $50,000 for their cause. </li></ul><ul><li>Give to a Cause : The 100 nonprofits with the greatest number of unique donations will each get $1,000 . </li></ul><ul><li>$250,000 </li></ul><ul><li>partnership with </li></ul><ul><li>Facebook </li></ul><ul><li>$50,000 for the cause with the most unique donors </li></ul><ul><li>$25,000 for the 2nd and 3rd place causes </li></ul><ul><li>$10,000 for the next 10 causes </li></ul><ul><li>Fifty $1,000 awards every 24 hours to the cause with the most unique donors. </li></ul>“ Philanthropy shouldn’t be defined as a bunch of rich people writing big checks.” -Jean Case
    • 34. THINK.MTV.COM <ul><li>No 1 rated 24hr basic cable network for 12-34 </li></ul><ul><li>More than 80 million viewers 12-34 </li></ul><ul><li>MTV.com has nearly 20 million unique visitors per month </li></ul>
    • 35. THE NEXT 5 <ul><li>The Next 5 is comprised of three main components: </li></ul><ul><li>Release of white paper that highlights how Millennials are finding the intersection between new social media and social networking – and leveraging it for good. </li></ul><ul><li>On and Offline discussions and convenings to help inform and set stage for grant competition (guidelines, grant amounts, structure) and a series of online interviews with some of the most influential Millennials in this space. </li></ul><ul><li>Competitive Grant Competition – recognizing Millennials in each of five categories who are demonstrating new and effective ways they are leveraging technology for social change. </li></ul>

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