New Media For Nonprofits


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This is a presentation I gave in 2007 on new media for nonprofits that is still relevant.

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  • New Media For Nonprofits

    1. 1. Incorporating Traditional and New Media Marketing Into Your Nonprofit Presented By: Carl Winans of carl_winans(digital)
    2. 2. Introduction <ul><li>Technology empowers organizations to improve relationships with volunteers, donors and constituents; which enhances the work nonprofits do. </li></ul><ul><li>“ The ease with which individuals can now be linked together through new media means that niche communities can be identified and their interests aggregated This has enabled marginalized groups to communicate, support each other and mobilize more easily and effectively than previously possible.” - Megan Griffith The Guardian </li></ul>,,2037710,00.html
    3. 3. What is “New Media”? <ul><li>YouTube Video: The Machine is US/ing Us </li></ul><ul><li> </li></ul>
    4. 4. New and Traditional Media
    5. 5. What is “New Media”? <ul><li>What is Web 2.0? “A way of using the Internet to instantly collaborate, share information, or have a conversation about ideas or causes we care about. It’s a world where anyone can be a publisher, a reporter, an artist, a filmmaker, a photographer or pundit …. Even an activist or citizen philanthropist!” -Katya Andresen Author of Robin Hood Marketing </li></ul>
    6. 6. What is “New Media”? <ul><li>Is Web 2.0 For You? </li></ul><ul><ul><li>You should consider it if ... </li></ul></ul><ul><ul><ul><li>You want to express the human voice of your organization </li></ul></ul></ul><ul><ul><ul><li>You want to enable easy ways for people to share knowledge and information </li></ul></ul></ul><ul><ul><ul><li>Open source thinking - you are willing to share ideas in progress and let others join in and help it </li></ul></ul></ul><ul><ul><ul><li>You want to enable many voices </li></ul></ul></ul><ul><ul><ul><li>Can deal with the messiness </li></ul></ul></ul><ul><ul><ul><li>You already have the basics covered </li></ul></ul></ul><ul><ul><ul><li>The tools/strategies can help you realize your intended outcomes </li></ul></ul></ul><ul><ul><li>Forget it if ... </li></ul></ul><ul><ul><ul><li>You are obsessively controlling </li></ul></ul></ul><ul><ul><ul><li>If your organization is not ready for some changes in how you work </li></ul></ul></ul><ul><ul><ul><li>Your audience is not online </li></ul></ul></ul><ul><ul><ul><li>Everything must be vetted by central authority </li></ul></ul></ul><ul><ul><ul><li>Your copy or campaign messaging is written in stone, not electricity </li></ul></ul></ul><ul><ul><ul><li>You aren't prepared to assist people in learning a new skill and the time to make it an organizational habit </li></ul></ul></ul>
    7. 7. The Broader Conversation <ul><li>“ I sat on a panel with a bunch of local newspaper editors which consisted of an hour of the editors talking about the best way to fax or e-mail them stories so they’d get their attention followed by 15 minutes of me saying that instead of all of that, their organizations could actually be their own media, that there was larger conversation going on across a much broader community which they could/should tap into, and that perhaps rather than pitching stories to newspapers they should think of the newspapers as added distribution for the stories they’ve already created.” - Seth Levine Discussing his experience presenting at the United Way’s “Getting the Word Out – a Mass Communication Seminar” </li></ul>
    8. 8. The Broader Conversation Join our list Join our community Join our network
    9. 9. New Media Best Practices For Nonprofits <ul><li>Internet tools are only useful if they help nonprofits do their work more efficiently and effectively. </li></ul><ul><li>Generally you won't say &quot;I want to create a wiki.&quot; It's more likely that you will say &quot;I need an easier way to collaborate with other organizations to write a grant.&quot; </li></ul><ul><li>Generally nonprofits need to: </li></ul><ul><ul><li>Raise Funds </li></ul></ul><ul><ul><li>Market </li></ul></ul><ul><ul><li>Provide services to constituents </li></ul></ul><ul><ul><li>Engage Volunteers </li></ul></ul><ul><ul><li>Advocate </li></ul></ul><ul><ul><li>Collaborate—to leverage resources, provide a broader range of service </li></ul></ul><ul><ul><li>Educate/Train </li></ul></ul><ul><ul><li>Communicate—internal and external sharing of information and data </li></ul></ul>You can find these best practices on:
    10. 10. New Media Best Practices For Nonprofits <ul><ul><li>Raise Funds </li></ul></ul><ul><ul><li>Develop a specific donation page on your website. </li></ul></ul><ul><ul><li>Utilize a third-party hosted provider for your giving page. </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Provide mechanisms for your constituency to raise money on your behalf. </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Provide a &quot;Give Now&quot; button that utilizes a vendor such as PayPal. </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>You can find these best practices on:
    11. 11. New Media Best Practices For Nonprofits <ul><ul><li>Market </li></ul></ul><ul><ul><li>Start With Your Marketing Message </li></ul></ul><ul><ul><li>Create an E-Mail Marketing Campaign </li></ul></ul><ul><ul><li>Use Your Blog to . . . </li></ul></ul><ul><ul><ul><li>Provide Answers </li></ul></ul></ul><ul><ul><ul><li>Put A Human Face on Your Cause </li></ul></ul></ul><ul><ul><ul><li>Share Free Stuff: Photos, Video, Podcasts, etc. </li></ul></ul></ul><ul><ul><ul><li>Create Community By Helping Constituents Tell Their Stories </li></ul></ul></ul><ul><ul><li>Create a Flickr Account ( and Use Photos to . . . </li></ul></ul><ul><ul><ul><li>Create an Annual Report in Pictures </li></ul></ul></ul><ul><ul><ul><li>Run an Online Contest </li></ul></ul></ul><ul><ul><li>Free Online Ads Through Google Grants ( </li></ul></ul>You can find these best practices on:
    12. 12. New Media Best Practices For Nonprofits <ul><ul><li>Provide Customer Support To Constituents </li></ul></ul><ul><ul><li>Use Customer Relationship Management Software </li></ul></ul><ul><ul><ul><li>Highrise ( </li></ul></ul></ul>You can find these best practices on:
    13. 13. New Media Best Practices For Nonprofits <ul><ul><li>Engage Volunteers </li></ul></ul><ul><li>Save Ocean Beach (SOB), a very small San Francisco-based group, and the World Food Program, a very large, international UN agency, each are doing innovative work in communicating with their volunteers, allowing them to use their organization's web sites to: </li></ul><ul><ul><li>Report progress </li></ul></ul><ul><ul><li>Receive training and other support </li></ul></ul><ul><ul><li>Engage in various activism activities </li></ul></ul><ul><li>Numerous organizations talked about their &quot;citizen journalists&quot; who are providing text, audio and video from forgotten points all over the world to report on issues largely-ignored by mainstream media -- these are online volunteers, trained and organized via the Internet. Democracy Now even acknowledged its online supporters specifically as &quot;online volunteers&quot; (most organizations had another name for them). </li></ul>You can find these best practices on:
    14. 14. New Media Best Practices For Nonprofits <ul><ul><li>Advocate </li></ul></ul><ul><li>Create a Blog to Provide Regular Updates to Supporters on What They Can Do To Advocate for Your Cause </li></ul><ul><li>Let Users Sign-up Online to Be Part of Your Mailing List for Action Alerts </li></ul><ul><li>Create and Upload Videos to Advocate for Your Cause </li></ul><ul><ul><li>Witness: See It. Film It. Change It. ( Witness partners with human rights defenders teaching them how to record abuses and use video to create change. </li></ul></ul><ul><li>Create a &quot;Download Center&quot; Where Volunteers and Supporters can Obtain All the Information They Need to Run an Event </li></ul><ul><li>Start an Online Petition </li></ul><ul><li>Create an Advocacy Mashup Map. </li></ul><ul><ul><li>The National Society for the Prevention of Cruelty to Children has developed a map they call &quot;Be the Full Stop&quot; that shows how the actions of individual fundraisers, donors, campaigners, volunteers link up across the country “to create an unstoppable force against child cruelty.” </li></ul></ul><ul><li>Use MySpace and other Social Networking Sites to Build Your Community </li></ul>You can find these best practices on:
    15. 15. New Media Best Practices For Nonprofits <ul><ul><li>Collaborate </li></ul></ul><ul><li>Basecamp ( ) Basecamp democratizes project management, making it a team effort. This Web-based tool lets everyone -- thinkers, builders, managers, constituents -- get involved. Of course, the degree of their participation is up to you, the project owner. Anyone can create a list, category, milestone, or message; assign a task; or mark a task as completed -- turning the traditional &quot;I tell you what to do&quot; project-management structure on its head. </li></ul>You can find these best practices on:
    16. 16. New Media Best Practices For Nonprofits <ul><ul><li>Training and Education </li></ul></ul><ul><li>Understanding e-Learning </li></ul><ul><li>Free E-Learning Tools </li></ul><ul><ul><li>Jane's Directory of Free E-Learning Tools ( </li></ul></ul><ul><li>Use Stories to Train </li></ul><ul><li>Educational Wikis </li></ul><ul><li>Tools for Creating E-Learning Modules </li></ul><ul><ul><li>Moodle ( Moodle is a course management system (CMS) - a free, Open Source software package designed using sound pedagogical principles, to help educators create effective online learning communities. You can download and use it on any computer you have handy (including webhosts). </li></ul></ul>You can find these best practices on:
    17. 17. New Media Best Practices For Nonprofits <ul><ul><li>Communicate (Internally and Externally) </li></ul></ul><ul><li>There are many great types of new media tools available to support effective communication within and between nonprofits. </li></ul><ul><li>Start with this blog post by Dave Pollard of How to Save the World . It has an easy-to-follow decision-tree to help you decide which technology tool is right for different communication goals. It also offers some excellent observations on the kinds of decisions that lead nonprofits to pay too much for communication. It's a critical first step in determining how you will use technology tools to communicate. </li></ul><ul><li>Link: </li></ul>You can find these best practices on:
    18. 18. New and Traditional Media
    19. 19. Question and Comments Thank You! Please note: This presentation will be available in PDF format on my blog: