TODAY there are dozens of ways in which people cansupport the organizations they care about using social tools…
TODAY there are dozens of ways in which people cansupport the organizations they care about using social tools… …updating their Facebook status about a cause, organizing a fundraising event, writing a blog post, producing and sharing a video, and many more.”
Randi Zuckerberg Allison H. Fine Beth Kanter«The networked non profit - Connecting with Social Media to Drive Change»
Web 2.0:What changes for the non-profit sector? ü More people that produce information ü loss of control ü It expands the action range
From citizens to cyberactivists?ü 84%: share to contribute to a cause that is sensitiveü 69%: share to feel more involved in world affairsü 49%: share to influence the opinions of others or push action
HOW TO ACTIVATE A CALL FOR ACTION WITH WEB 2.0?
We design a campaign to 360 degrees, ifthere are opportunities to engage in positivechange lets start with the overall strategicprocessing.Farida Bena (@faridabena)Senior Campaign Strategist and Development - OxfamInternational
Step by step:1. Defining the organizations policy about a specific issue2. Dissemination of policy through reports available to the public published on the website3. Lobbying against institutions, who are asked to take action to promote change4. Mobilization of public opinion through petitions, tweet bombing, email, blogging day, spread campaign material, flash mob ...
1961-’69 "Every month we send postcards to prisoners so they know that their stories are known throughout the world" From 1961 to 1969 4000 prisoners were taken by Amnesty International, of these 2000 have been released.
Why your non-profit wont make a KONY 2012 1. Youve never met your supporters 2. You dont really have a twitter army 3. You speak to too many audiences 4. Your policy people would never let this get through
5. Your organization isnt [yet] aligned towards the social web
ü They specialize in doing one or two things incredibly wellü Everyone in the organization is aligned around their main goal or campaign. And everyone knows how to use the web to grow their movement ü Communications is a core capacity, its not seen as "not the real work" and doesnt have to fight for resources ü There are actions and support programs for the less engaged (clicks) medium engaged (often real-world events), and super-engaged (help us lead and campaign!) ü They are close to their supporters, asking what they want, constantly testing ideas with them, and sometimes even following their lead