Non Profit 2.0: How Web 2.0 is changing the game for Non Profits

Non Profit 2.0 How Web 2.0 is changing the game for Non Profits by Avi Jhangiani [email_address]

CONTENTS

Why should Non Profits pay attention

How Web 2.0 is changing the game for some Non Profits

How can you get started

Web 2.0 Drivers and Trends

(Why should Non Profits pay attention…)

Nearly half of online consumers participate in at least one Web 2.0 activity

Exponential growth of Web 2.0 and adoption by all generations Demographic Profile of Visitors to MySpace.com Percent Composition of Total Unique Visitors The State of MySpace Source: comScore Media Metrix (10/2006) The number of registered users for MySpace exceeds the combined population of our three most populous states and the total US population in 1900. Over 50% of the unique visitors are over 35. 3.9 11 7.1 Persons: 55+ 8.2 40.6 32.4 Persons: 35-54 6.2 16.7 10.4 Persons: 25-34 -1.4 18.1 19.6 Persons: 18-24 -12.8 11.9 24.7 Persons: 12 - 17 - 100 100 Total Audience 55,778 21,819 US Unique Visitors (000) Point Change August 2006 August 2005 Demographic Profile

Generation Y thrive on Web 2.0 Base: US online consumers Percent of each generation in each Social Technographics ® category Source: NACTAS Q4 2006 North American Devices & Access Online Survey NACTAS Q4 2006 Youth Media & Marketing And Finance Online Survey

Social Inclinations and Technology Prowess of New Generations They are your next generation leaders Strong affinity for community service* and volunteering for a good cause They want to feel connected to the mission* and have fun with whatever they do They are very comfortable with technology The world is flat and boundaryless for them High skill level in social networking activities* *Source: “Decoding Generational Differences” by W. Stanton Smith, Principal, Next Generation Initiatives

Political Campaigns ’07 Obama’s Campaign: $32 million raised from 275,000 people who gave $100 or less

Long Tail: The end of the 80/20 rule 20% The New Way (with a bigger and longer tail) The Old Way (Pareto Principle, or 80/20 rule)

Web 2.0 shifts control to the Long Tail making more use of the resources, caused due to

Adoption of Web as a global platform

Low Cost of hardware and software

Control When Web 2.0 is applied… Source: http://en.wikipedia.org/wiki/The_Long_Tail

If Obama can, you can! 20% Source: http://en.wikipedia.org/wiki/The_Long_Tail High $ value donors, Smaller distribution Low $ value donors, Greater distribution Web 2.0 significantly increases total value contributed by larger distribution of smaller value donors. Control

Web 2.0 Applications for Non-Profits

(How Web 2.0 is changing the game for some NPOs)

Web Innovations in Social Action* *Includes Non Profit and Commercial Organizations

Build a cohesive online “COMMUNITY” for collaboration

Promote Literacy and Great Work with “BLOGGING”

Provide Recognition using “TAGS”

Spread the Word and Show Progress using “WIDGETS”

Empower your supporters using “MASHUPS”

“PERSONALIZE” to make it a more engaging experience

How can you start?

Try it out yourself – Sign up on Facebook.com and get to understand social behaviors first hand.

Raise awareness – Spread the word in our organization, gauge interest, and identify people who are already using these tools.

Go piece-meal – Implement technologies that will drive the most value for your organization.

If you are new to Web 2.0 and a non-techie, the presentation at this link will hopefully lay the foundation and make it easy for you to understand Web 2.0 Email me your comments or post your comments on slideshare.net Thanks for viewing! Avi Jhangiani [email_address]