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Mobilizing Communities in a Connected Age

by Margaret Stangl on Jul 14, 2011

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Discover how philanthropic and nonprofit organizations are collaborating to use new technology tools to expand outreach, foster constituent loyalty, drive revenue, increase operational efficiencies, an...

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EDIT SLIDE: Funding Innovation in Advocacy ADD: Twitter users: #fundertech #philanthropy http://bit/ly/mzKiek MOVE BARRIERS SLIDE TO #3 SET PIRATEPAD on Tiffany’s, each notetaker laptop – Create sections for each Question (3 + Other Insights) My name is Jeff Perlstein, I’m the Director of Strategic Engagement at ZD. I am not Tina Lee… Pleased to join you on the occasion of the release of new report by colleague Tina Lee, “Mobilizing…” Tina’s not with us today because she’s at home with her 4.5 day old daughter Lexie PHOTO – Today’s convening is dedicated to Lexie [come back] In working closely with Tina over the last 8 months, I can tell you she’s very excited about this report and the opportunity to spark further discussion Research is modest in scope, yet jumping off point: How funders can best support nonprifts in leveraging newer technology tools and strategies to advance their social change goals From Egypt to East LA, we’re seeing inspiring examples of how tech can help amplify advocacy efforts Tina says it really well in the Introduction the Report: Advanced technologies in Web 2.0, social media, and mobile and cloud computing have become essential and integral to the operations of highly effective organizations throughout the U.S. and beyond, both in the private, public and nonprofit sectors. When used effectively, these tools can help an organization increase operational efficiency, lower operating costs, expand market reach, drive revenue, foster brand loyalty, and spur and accelerate innovation and organizational improvement. And as these new technologies become more ubiquitous and pervasive in the everyday lives of average Americans, forcing even greater numbers of organizations to adopt them, the use of these tools will become more a matter of survival rather than competitive advantage. Advocacy organizations in the nonprofit sector are not immune to such market changes. In fact, those that continue to find themselves unable to integrate some combination of Web 2.0, social media, and mobile and cloud computing technologies will increasingly come to experience – at best – stymied market growth, deterioration in supporter-base, and growing difficulty in affecting social impact. This report is a Portfolio assessment of MKF/ZD advocacy grantees, similar – community based, underserved As Cedric noted, goal was ______________ Assess success in tech integration and innovation for social impact Determine strengths, needs, strategies for strengthening grantees’ use of new tools Share with sector to help increase learnings, encourage more research, lead to increased, strategic investment What is “Innovation”? What is “Technology Integration”? From “transformational to transactional”, woven throughout, cultural practice from operations, comms, fundraising on through program delivery listening, collaborating, feedback, reflective/analysis, risk-taking that shifts hearts, minds, behaviors For ZD, part of overall work to _____ and new initiative to strengthen community of practice amongst funders re:tech-related grantmkaing for social impact Partly in response to findings from recent funder survey – high interest, big opportunities, limited expertise, hunger for funder ed/engagement - Show “Barriers” slide – limited expertise, strategies unclear – discuss further, as well as solutions, as part of our group discussion later this morming BEFORE I DISCUSS REPORT – AGENDA, NAMES/INTROS, TWITTER #fundertech #philanthropy http://bit/ly/mzKiek “ Burning questions” – Whiteboard, anytime – probably won’t get to all these today, building list for future discussions POLLING – establish who’s in the room, inform our discussion and provide data for future research and strategy development
FORMAT for today’s webinar!
#2 _ Orgs that are having most impact consistently feature leaders who posses these3 traits: - Have an interest in technology, whether for personal, professional & comfortable in learning about and using it - Understand that technology is a set of tools to be strategically deployed to advance their mission. - Hire tech-savvy staff members who also share these characteristics.
Nonprofits recommendations of what would be most useful from funders interested in advancing npo’s use of tech for impact Questions? How do these recommendations square with your sense of what’s needed to move the needle? Going to talk in small groups about what the challenges are - for npo’s and funders alike – as well as some solutions But first, want to hear from two leading nonprofits to get their response and hear what’s worked for them, to inform that discussion
Read Bios from John What are the top 2 examples of your org has used technology to generate impact? - What are key org characteristics and competencies needed to pull these off? 2) What 2 recommendations would you make to funders looking to support their grantees in being more tech-savvy and impactful using tech for their mission? Q&A!! On to small group discussion:
ADD: “Additional Insights or Questions” ” We’re going to all be putting our heads together on the three questions here [read them] To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutes OK, moment you’ve been waiting for…group assignments: Sticker on top left corner of “Questions” sheet in your packet Good Job, Awesome, Fabulous, ____________ Report out –notetakers slot under each section in PiratePad After “what’s needed” Summarizing – NEXT STEPS - what we're committing to: building community of practice- - notes, resources - next week - next convening - - conf sessions - gcyf, community fdns - briefings - individual fdns, RAGs Webinars To inform next steps – all this discussion helpful…two last polling questions to refine further Tessie wrap up, keep us moving forward
ADD: “Additional Insights or Questions” ” We’re going to all be putting our heads together on the three questions here [read them] To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutes OK, moment you’ve been waiting for…group assignments: Sticker on top left corner of “Questions” sheet in your packet Good Job, Awesome, Fabulous, ____________ Report out –notetakers slot under each section in PiratePad After “what’s needed” Summarizing – NEXT STEPS - what we're committing to: building community of practice- - notes, resources - next week - next convening - - conf sessions - gcyf, community fdns - briefings - individual fdns, RAGs Webinars To inform next steps – all this discussion helpful…two last polling questions to refine further Tessie wrap up, keep us moving forward
ADD: “Additional Insights or Questions” ” We’re going to all be putting our heads together on the three questions here [read them] To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutes OK, moment you’ve been waiting for…group assignments: Sticker on top left corner of “Questions” sheet in your packet Good Job, Awesome, Fabulous, ____________ Report out –notetakers slot under each section in PiratePad After “what’s needed” Summarizing – NEXT STEPS - what we're committing to: building community of practice- - notes, resources - next week - next convening - - conf sessions - gcyf, community fdns - briefings - individual fdns, RAGs Webinars To inform next steps – all this discussion helpful…two last polling questions to refine further Tessie wrap up, keep us moving forward
ADD: “Additional Insights or Questions” ” We’re going to all be putting our heads together on the three questions here [read them] To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutes OK, moment you’ve been waiting for…group assignments: Sticker on top left corner of “Questions” sheet in your packet Good Job, Awesome, Fabulous, ____________ Report out –notetakers slot under each section in PiratePad After “what’s needed” Summarizing – NEXT STEPS - what we're committing to: building community of practice- - notes, resources - next week - next convening - - conf sessions - gcyf, community fdns - briefings - individual fdns, RAGs Webinars To inform next steps – all this discussion helpful…two last polling questions to refine further Tessie wrap up, keep us moving forward
ADD: “Additional Insights or Questions” ” We’re going to all be putting our heads together on the three questions here [read them] To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutes OK, moment you’ve been waiting for…group assignments: Sticker on top left corner of “Questions” sheet in your packet Good Job, Awesome, Fabulous, ____________ Report out –notetakers slot under each section in PiratePad After “what’s needed” Summarizing – NEXT STEPS - what we're committing to: building community of practice- - notes, resources - next week - next convening - - conf sessions - gcyf, community fdns - briefings - individual fdns, RAGs Webinars To inform next steps – all this discussion helpful…two last polling questions to refine further Tessie wrap up, keep us moving forward
EDIT SLIDE: Funding Innovation in Advocacy ADD: Twitter users: #fundertech #philanthropy http://bit/ly/mzKiek MOVE BARRIERS SLIDE TO #3 SET PIRATEPAD on Tiffany’s, each notetaker laptop – Create sections for each Question (3 + Other Insights) My name is Jeff Perlstein, I’m the Director of Strategic Engagement at ZD. I am not Tina Lee… Pleased to join you on the occasion of the release of new report by colleague Tina Lee, “Mobilizing…” Tina’s not with us today because she’s at home with her 4.5 day old daughter Lexie PHOTO – Today’s convening is dedicated to Lexie [come back] In working closely with Tina over the last 8 months, I can tell you she’s very excited about this report and the opportunity to spark further discussion Research is modest in scope, yet jumping off point: How funders can best support nonprifts in leveraging newer technology tools and strategies to advance their social change goals From Egypt to East LA, we’re seeing inspiring examples of how tech can help amplify advocacy efforts Tina says it really well in the Introduction the Report: Advanced technologies in Web 2.0, social media, and mobile and cloud computing have become essential and integral to the operations of highly effective organizations throughout the U.S. and beyond, both in the private, public and nonprofit sectors. When used effectively, these tools can help an organization increase operational efficiency, lower operating costs, expand market reach, drive revenue, foster brand loyalty, and spur and accelerate innovation and organizational improvement. And as these new technologies become more ubiquitous and pervasive in the everyday lives of average Americans, forcing even greater numbers of organizations to adopt them, the use of these tools will become more a matter of survival rather than competitive advantage. Advocacy organizations in the nonprofit sector are not immune to such market changes. In fact, those that continue to find themselves unable to integrate some combination of Web 2.0, social media, and mobile and cloud computing technologies will increasingly come to experience – at best – stymied market growth, deterioration in supporter-base, and growing difficulty in affecting social impact. This report is a Portfolio assessment of MKF/ZD advocacy grantees, similar – community based, underserved As Cedric noted, goal was ______________ Assess success in tech integration and innovation for social impact Determine strengths, needs, strategies for strengthening grantees’ use of new tools Share with sector to help increase learnings, encourage more research, lead to increased, strategic investment What is “Innovation”? What is “Technology Integration”? From “transformational to transactional”, woven throughout, cultural practice from operations, comms, fundraising on through program delivery listening, collaborating, feedback, reflective/analysis, risk-taking that shifts hearts, minds, behaviors For ZD, part of overall work to _____ and new initiative to strengthen community of practice amongst funders re:tech-related grantmkaing for social impact Partly in response to findings from recent funder survey – high interest, big opportunities, limited expertise, hunger for funder ed/engagement - Show “Barriers” slide – limited expertise, strategies unclear – discuss further, as well as solutions, as part of our group discussion later this morming BEFORE I DISCUSS REPORT – AGENDA, NAMES/INTROS, TWITTER #fundertech #philanthropy http://bit/ly/mzKiek “ Burning questions” – Whiteboard, anytime – probably won’t get to all these today, building list for future discussions POLLING – establish who’s in the room, inform our discussion and provide data for future research and strategy development

Mobilizing Communities in a Connected Age — Presentation Transcript

Mobilizing Communities in a Connected Age: Using New Tech Tools & Strategies for Impact Thursday, July 14, 2011 Audio line: Dial 866-740-1260, Access code: 7730388
Motivation for this Project
- How can nonprofits improve their use of new technology tools and strategies to create social impact?
Research Questions and Methodology
- Research Questions:
- What are key characteristics, practices of successful orgs?
- What can funders do to better support nonprofits’ efforts?
- Methodology:
- 16 nonprofit advocacy organizations
- 2 non-grantees for benchmarks
- Intensive interviews, reviewed websites, collateral material
- Full report at http://zerodivide.org/tech_advocacy
I. Findings: Technology Integration Crucial
- Strategic use of technology throughout org operations
- Strategic use of technology to communicate with different stakeholder groups
- Executive team provides support and thought-leadership for technology experimentation and implementation
- Organizational culture embraces technology, seeks continuous improvement
II. Increasing Impact: Leadership Development Nonprofit Leadership Single largest determinant = Leadership, not size or budget! Interest in technology Understand tech as an “enabler” Hire tech-savvy staff members
Future Funding Projections
III. Recommendations to Funders – Others? Pair funding with consulting Fund tech for long-term Provide thought leadership Fund tech for movement building Fund integrated CRM systems Build a community of practice Foster leadership development Enable automated performance evaluation
GABRIEL REY-GOODLATTE & RAVEN BROOKS Special Guests
Special guest: Raven Brooks, E.D. of Netroots Nation
New Media Quick Tips
- Start with goals and strategy. That will lead you to tools and tactics.
- Empower your staff to act and create a collaborative and entrepreneurial environment.
- Be flexible. If the plan sucks, change it.
- Measure what you’re doing and adapt.
Case Study: New Media at Netroots Nation
- What is Netroots Nation?
- How is it different than many nonprofit organizations?
- Quick usage examples + primary goal:
Special Guest: Gabriel Rey-Goodlatte, Color of Change
- Pushed Huffington Post not to feature Breitbart
- Traditional email campaign, but use of Twitter made significant impact
- Suggested tweet for members:
- Tell @HuffingtonPost not to promote liar and race-baiter @AndrewBreitbart: http://bit.ly/hyh8qi cc @ariannahuff @colorofchange
Case study: Andrew Breitbart/Huffington Post Campaign
Maximizing advantages of chosen tool’s functionality
- Pass along – spread word, encouraged friends to sign
- Direct pressure on Huffington Post, in real time
- Created negative public conversation about HuffPo and Breitbart, increasing pressure on HuffPo to respond and provoking reaction from Breitbart
Use of Twitter served several strategic purposes:
Responding to emerging developments, opportunities
- Achieved victory relatively quickly, but knew thousands were still signing petition and tweeting suggested tweet
- Changed suggested tweet to stop directing pressure at HuffPo, appropriate since they had met our demand
- Used new suggested tweet to spread news of victory:
- Victory! After 43k @ColorOfChange members speak out, @HuffingtonPost agrees not to front-page @AndrewBreitbart http://wapo.st/gRGF9Q
How we pro-actively integrate Twitter into campaigns
- Encouraging members to share on Twitter is a built in part of every campaign – reminds us to regularly think through how Twitter can be useful
- Whoever is leading a campaign takes the lead on drafting tweets – this means content gets drafted with an eye towards strategy and with programmatic insight
- In general - Important to consider the unique properties and opportunities of social media tools, versus simply replicating old models using new tools
Thank you + Resources and Next Steps
- Raven Brooks - @ravenb
- http://netrootsnation.org
- Gabriel Rey-Goodlatte – [email_address]
- http://colorofchange.org
- ZeroDivide – [email_address]
- http://zerodivide.org/resources_1
- The Mitchell Kapor Foundation
- http://mkf.org
Mobilizing Communities in a Connected Age: Using New Tech Tools & Strategies for Impact Thursday, July 14, 2011

Mobilizing Communities in a Connected Age

by Margaret Stangl on Jul 14, 2011

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Mobilizing Communities in a Connected Age — Presentation Transcript