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Networked Nonprofit Theory and Practice


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  • 1. The Networked Nonprofit: Theory and Practice Beth Kanter, Beth’s Blog June 28, 2010: Annie E. Casey Foundation
  • 2. Read Blogs Watch Videos Write Blog Create Video Facebook Twitter Personal Professional Learning Part of Job Mixed Stand up, Sit Down
  • 3. Just three words . . . When you think about social media and nonprofits, what comes to mind? How would you describe how you feel about social media?
  • 4. The Agenda for the Day The Networked Nonprofit: Part 1: Overview - 9:30-10:30 Part 2: Deeper Dive – 10:45-11:30 Visiting Scholar at Packard Foundation: Capacity Building Work – 11:30-11:45 Networked Nonprofit in Practice Effective Social Media: Strategy and Tactics – 1-4
  • 5. The Networked Nonprofit Launched on June 21st #108 of all books on Amazon #3 in Business Books #1 in Nonprofit Books
  • 6. Definition: Networked Nonprofits are simple and transparent organizations that outsides in and insiders out and use social media effectively …..
  • 7. Why become a Networked Nonprofit?
  • 8. Complex social problems that outpace the capacity of any single nonprofit organization Photo by uncultured
  • 9. In a networked world, nonprofits need to work less like this Source: David Armano The Micro-Sociology of Networks
  • 10. And more like this …. With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  • 11. The Networked Nonprofit BE DO Understand Networks Work with Free Agents Create Social Culture Work with Crowds Listen, Engage, and Build Learning Loops Relationships Trust Through Transparency Friending or Funding Simplicity Govern through Networks
  • 12. Some nonprofits are born networked nonprofits, it is in their DNA ….
  • 13. Social Culture: Not Afraid of Letting Go Control
  • 14. Simplicity: Focus on what they do best, network the rest
  • 15. Other nonprofits make that transition more slowly
  • 16. Red Cross: Making the Transition to A Networked Nonprofit
  • 17. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
  • 18. Listening Drove Adoption
  • 19. Influencer Customer complaining … Relationship service building issue
  • 20. Scale
  • 21. January 11, 2010 Robust and Agile Listening and Engagement System Objective: Stakeholder Empowerment Social Content Rule Book Internal Capacity Building Wendy Harman, Red Cross
  • 22. Social Media’s Role in Disaster Relief Effort in Haiti
  • 23. Are your grantees transforming into networked nonprofits? What resonated? What have you thought about before?
  • 24. It has taken five years, but the Red Cross is slowly but surely becoming a Networked Nonprofit. They are less of Fortress and also working with free agents . . .
  • 25. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls #netnon #freeagent
  • 26. The Nonprofit Fortress
  • 27. The Unfortress Transparent
  • 28. Transparent nonprofits consider everyone inside and outside of the organization resources for helping them to achieve their goals
  • 29. Nonprofit Fortress Free Agent
  • 30. “I can’t single-handedly end global poverty, but I can take actions and inspire others.” Shawn Ahmed
  • 31. “the problem isn’t social media, the problem is that YOU are the fortress. Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “
  • 32. Part 2: Social Culture, Experimentation, and Capacity
  • 33. Social Culture Uses social media to engage people inside and outside the organization to improve programs, services, or reach communications goals.
  • 34. Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
  • 35. Making a strong business case
  • 36. Leaders Experience Personal Use
  • 37. Challenge the Default Settings
  • 38. Make Learning in Public Less Stressful
  • 39. Codifying A Social Culture: Policy • Encouragement and support • Best practices • Tone • Why policy is needed • Expertise • Cases when it will be used, • Respect distributed • Quality • Oversight, notifications, and legal implications • Additional resources • Training • Guidelines • Press referrals • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common sense Source: Charlene Li, Altimeter Group
  • 40. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
  • 41. Testing the policies: Refining, Educating
  • 42. Operational guidelines need to be specific and include examples
  • 43. Don’t moon anyone with a camera, unless you hide your face ….
  • 44. Capacity: Taking Small Steps
  • 45. You want me to start Tweeting too? They make it a habit …..
  • 46. Staffing Free Integrated Staff • Intern • Tasks in • Full-Time • Fans Job • Part-Time • Volunteer
  • 47. Don’t do this to your intern ….
  • 48. How many are hands-on with social media? How many think it is a time suck? ADOLAS
  • 49. Oh Look, A Squirrel!
  • 50. 9:15 • Monitor RSS 9:30 • Twitter 10:00 • Content Creation 10:15 • Social Networking
  • 51. Squirrel!
  • 52. Launch small pilots and reiterates using the right metrics to understand what is and what isn’t working. Networked Nonprofits approach Social Media like Thomas Edison inventing the storage battery
  • 53. Results! I have gotten a lot of results. I know what doesn’t work and won’t have to be tried again. storage battery
  • 54. Pick the Right Result Tangible Intangible Donations Leads Insights about what works Subscribers Interaction Members Engagement Saved Time Reputation Saved Costs Loyalty Increased page rank Satisfaction Increased media attention Sentiment Signed petitions Calls or emails to government Feedback officials Objective, Audience, Strategy, Tactics, Time investment, KD Paine
  • 55. Identify the most important metric to measure it!
  • 56. Spreadsheet Aerobics
  • 57. Joyful funerals
  • 58. Squirrel!
  • 59. Visiting Scholar: Packard Foundation
  • 60. Social Media and Nonprofits: Effective Use Year 1: Coaching Grantees one-on-one Grantee Convenings – Network Effectiveness Internal coaching, meetings Book Blogging Year 2: Peer learning groups of grantees: Effective Social Media Practice Workshops Coaching Blogging
  • 61. The Social Media Lab: Peer Training
  • 62. Social Learning With Social Media If two minds are better than one, what about a hundred?
  • 63. Overview Goals: -Create effective social media strategy that supports and enhances communications objectives -Design and implement low risk, focused experiment -Method for individual learning and improving -Social Learning with social media April-May • Strategy • Share • Tactics • Check-In Learning • Experiment • Advice • Support March June/July:
  • 64. Expectations
  • 65. The gift of time: Shoulder to Shoulder Learning
  • 66. The Dance Floor and The Balcony: Social Media Strategy and Tactics Zabara Tango
  • 67. Social Media Strategy Blocks Movement Building with Multi- Generate Channels Social Buzz Content Engage Listen Integrated with Overall Communications and Internet Strategy Drives Offline Action, Change of Behavior, or Impact Outcome
  • 68. acticaches Social Media: Picking Tools Movement Generate Building and Social Buzz Multi- Content Channel Listen Engage 10hr 15hr 20hr Crawl ………..……Walk …….…….. Run ……..…………….Flyl Less Time
  • 69. Share Pairs Are you in the crawl, walk, run, or fly stage with your social media? What does that look like? What’s needed to get you to the next stage? #excelsm Photo by Franie
  • 70. Strategy Aligns social media with communications and program objectives.
  • 71. Communications and Program Assessment • Who do you want to reach? • What do you want to accomplish? • Where can social improve or supplement programs, services, or communications? • What’s our available budget/time? • What opportunities to pilot?
  • 72. Charting: What are your planned events, content, and opportunities for the year? What to socialize?
  • 73. Strategy Uses actionable listening techniques to develop a deep understanding of your network
  • 74. Source: Communications Network Listening Presentation OSI Foundation
  • 75. Strategy Uses conversation starters to engage audience.
  • 76. Conversation Starters Audience O Audience Twitter Facebook B What are they saying J What are they saying that is relevant that is relevant to/engages? E to/engages? C How can you rework How can you rework your message as a T your message as response or response or conversation conversation starter? I starter? Follow up Content V Follow up Content points points E
  • 77. Strategy Uses social network analysis to identify influencers and build relationships on social media spaces
  • 78. Strategy Use social media to close the loop between online and offline action
  • 79. Closing the Loop with Social Media
  • 80. Tweet Ups
  • 81. Strategy Your web site content has a social life.
  • 82. The Social Life of Content Co-Create Branded Branded Social Social Content Content Outposts Content Social Outposts Fly Engage Spread Remix
  • 83. Give yourself some link love
  • 84. Engage Spread Remix
  • 85. Engage Spread Remix
  • 86. Co-Created Branded Social Content Content Social Outposts
  • 87. Co-Created Branded Social Content Content Social Outposts Social Media Outposts
  • 88. Co-Created Branded Social Content Content Web Site Social Outposts Curated Social Content
  • 89. 1. Refine Objective 2. Identify Audience 3. Brainstorm Strategy Using Principles 4. Reflection: First Steps
  • 90. Thank you! Virtual Launch Party June 21st 4-5 PM EST