This document introduces Web 2.0 tools and their significance for nonprofits, emphasizing the shift from hierarchical to participatory decision-making. It outlines the benefits of these tools, including enhanced brand visibility, increased audience reach, and the potential for viral fundraising. The document also highlights statistics on online engagement and presents examples of effective Web 2.0 applications for nonprofits.

1. Web 2.0 for Nonprofits : An introduction to the new tools and rules Jocelyn Harmon, NPower Greater DC Region Kari Dunn, Case Foundation

2. Agenda What is it? Why should nonprofits care? Who’s online? The Tools Case Studies Resources

3. Web 1.0 vs. Web 2.0 Flickr Corporate Blogs Content Management Web 1.0 Web 2.0 Moving from ‘Top-Down’ to ‘Bottom – Up’ Approach Source of Inspiration: Executives Key Business Drivers: Existing assets, products, and positioning Customer Involvement: Structured Tools: Survey, focus groups, storyboards Bottom Line: Publishing/ pushing content and knowledge Source of Inspiration: Users Key Business Drivers: Observations of customer needs Customer Involvement: Spontaneous Tools: Search, blogs, smart POS, and intranets Bottom Line: Harnessing of collective intelligence time DoubleClick Google AdSense Ofoto Press Release Britannica Online Wikipedia Personal Websites Blogging Superbowl Ads Page Views Cost per click Wikis Taxonomy Folksonomy Differences in Customer Interaction time

4. What is it? "Web 2.0" or two-way dialogue is more about the culture of an organization than its' tools. In a Web 1.0 organization, decision making is hierarchical. A few senior staffers go off on THE ANNUAL RETREAT and return with marching orders. Conversely, in a Web 2.0 environment an organization OPENS the door for staff, volunteers, donors, clients and other key stakeholders to be a part of the decision-making process. Source: Nonprofit Technology Blog - Inspired by Alison Fine author of Social Momentum: Igniting Change in the Connected Age.

5. An Example

6. Why nonprofits (your grantees) should care Web 2.0 tools can help you expand your reach and may be a great complement to existing marketing and media. The “viral” nature of the tools can lead to an increase in donations, participation, and sales for the smart charity.

7. Why nonprofits (your grantees) should care Web 2.0 tools can help you expand your audience especially of young people. Note: 87% of 18 – 29 year olds are online! Source: Pew Internet and American Life Project

8. Why nonprofits (your grantees) should care Web 2.0 tools can enhance your brand and make it more visible. Now even the smallest and poorest groups have the opportunity to talk and be heard.

9. Who’s online?

10. The Stats 71% of American adults are online 91% of online adults send or read e-mail 57% of online adults have used the internet to watch or download video 54% of online adults look online for news or information about politics or the upcoming campaigns

11. The Stats 39% of internet users, or 57 million American adults, read blogs 32% of online adults rate a product, service or person using an online rating system 170 million MySpace members Source: Pew Internet & American Life Project

12. The Tools

13. Blogs Blogs enable instant feedback and communication. They put a real face on an organization. They are easy to update. Search engines love blogs. Great way to build and organize content.

14. Charity Widgets They are portable. They enable the best kind of fundraising - person-to-person. They can incorporate video, text and audio. They enable impulse transactions. Again, no HTML needed.

15. Social Networking Sites Enable real and real-time conversations about charities. Are places where people are already congregating. Platforms for your supporters to support you.

16. Online Video Help show the emotional side of a charity. They’re portable.

17. Don’t Forget the Back End You’ll still need a way to track and communicate with stakeholders and collect cash!

18. Learn from the Best Alison Fine Beth Kanter’s Blog Case Foundation Facebook Kiva NetSquared Nonprofit Marketing Blog Razoo Seth Godin

19. Summary “ The Internet's major innovation continues to be the power that it puts into the hands of the people who have traditionally stood outside the process.” USE IT! (my edition) Source: Democracy in ACTION.org

20. Democratizing Philanthropy - 2.0 Meyer Foundation - 01.09.08

21. LANDSCAPE Billions of dollars invested in Civic Engagement & Increase in programs that “do good” – 1.5 million nonprofits but … Incremental gains in volunteering – 1/3 of the nation and falling since September 11. Increased social isolation – A quarter of Americans feel isolated , more than double since 1985. Decline in civic participation – Civic health at all time low.

22. WHAT TO DO? Has civic engagement become a cultural ethos? Interviews and research show: Service is a cultural ethos but civic engagement is not . What needs to happen? People need to have more chances to connect with one another and figure out how they can work together for the common good .

23. Make It Your Own Awards™ An initiative of the Case Foundation to inspire people to join together to discuss what matters most, determine common issues , create a vision , form solutions , and take action as a community.

24. THE PROCESS • YOU HAVE A VOICE : This new program is part of an exciting trend – a “citizen-centered” approach that involves the public in nearly every aspect of the program. Short applications accepted online Community-based reviewers select top 100 100 pitch ideas as a full proposal Judges choose 20 $10,000 grant recipients • YOU VOTE : The online community selects four $25,000 grant recipients from the Top 20 finalists.

25. TIMING IS EVERYTHING Cultural changes and powerful new tools are empowering individuals at unprecedented levels. Web 2.0 enables organizations, products, etc., be “spread” across the Internet on a large scale, quickly and efficiently . Profile is “hub” through which friends can connect , interests extended, applications resident, etc. A personal online service , integrating all aspects of daily tasks, outreach and communication.

26. MySpace 105 million users Facebook 40 million users "Nonprofit organizations aren't going to become extinct, but they do need to transform themselves; they must start to act as part of networks of activists not as soloists." –Alison Fine

27. REACHING GEN Y A Marketing Approach Living the “Cliffs Notes” version of life Long lists of interests, but no specialty in any one area Demands VIP Treatment Social networking dominates lifestyle Create anti-social behavior because they hide behind made-up worlds Only 24% feel they are as happy as they should be – spurred by competitiveness and high expectations. Being financially secure (88%) and making families proud (82%) are most important life expectations. Education is the most important issue for Gen X & Y (87%) GenY needs a sense of urgency: NEED specificity! Tell them what to do and how to do it! Corporations are more effective than government Taken from the Cassandra Report, The Intelligence Group, CAA

28. REACHING REAL PEOPLE

29. REACHING REAL PEOPLE

30. Accessible Language and Tone

31. BY THE NUMBERS 4,641 Applications Received 69% female 39% non-white 24% African American Near-equal regional representation: Northeast (20.7%), Midwest (23.2%), South (34.2%), and West (22%). 56% of applicants said it was the first time they had ever completed an online grant application.

32. WIDGETS & WEBPAGES

33. The GIVING Challenge $500,000 partnership with Parade Magazine, Network for Good and Global Giving Champion a Cause : eight people whose charity badges attract the most unique donors will get $50,000 for their cause. Give to a Cause : The 100 nonprofits with the greatest number of unique donations will each get $1,000 . $250,000 partnership with Facebook $50,000 for the cause with the most unique donors $25,000 for the 2nd and 3rd place causes $10,000 for the next 10 causes Fifty $1,000 awards every 24 hours to the cause with the most unique donors. “ Philanthropy shouldn’t be defined as a bunch of rich people writing big checks.” -Jean Case

34. THINK.MTV.COM No 1 rated 24hr basic cable network for 12-34 More than 80 million viewers 12-34 MTV.com has nearly 20 million unique visitors per month

35. THE NEXT 5 The Next 5 is comprised of three main components: Release of white paper that highlights how Millennials are finding the intersection between new social media and social networking – and leveraging it for good. On and Offline discussions and convenings to help inform and set stage for grant competition (guidelines, grant amounts, structure) and a series of online interviews with some of the most influential Millennials in this space. Competitive Grant Competition – recognizing Millennials in each of five categories who are demonstrating new and effective ways they are leveraging technology for social change.