Web 2.0 for Nonprofits: An introduction to the new tools

and rules

Jocelyn Harmon, NPower Greater DC Region

Kari Dunn, Case Foundation

Agenda

What is it?

Why should nonprofits care?

Who’s online?

The Tools

Case Studies

Resources

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

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

time

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.

An Example

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.

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

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.

Who’s online?

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

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

The Tools

BlogsBlogs 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.

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.

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.

Online Video

Help show the emotional side of a charity.

They’re portable.

Don’t Forget the Back End

You’ll still need a way

to track and communicate with stakeholders and collect cash!

Learn from the Best

Alison FineBeth Kanter’s BlogCase FoundationFacebookKivaNetSquaredNonprofit Marketing Blog RazooSeth Godin

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

Democratizing Philanthropy - 2.0Meyer Foundation - 01.09.08

YOUNG LEADERS.

NEW SOLUTIONS.

TN5

YOUNG LEADERS.

NEW SOLUTIONS.

TN5

LANDSCAPE

Billions of dollars invested in Civic Engagement & Increase in programs that “do good” –

1.5 million nonprofits butbut…

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.

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.

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.

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.

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.

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

REACHING GEN YA 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

REACHING REAL PEOPLE

REACHING REAL PEOPLE

Accessible Language and Tone

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.

WIDGETS & WEBPAGES

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

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

THE NEXT 5The Next 5 is comprised of three main components:

1. Release of white paper that highlights how Millennials are finding the intersection between new social media and social networking – and leveraging it for good.

2. 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.

3. Competitive Grant Competition – recognizing Millennials in each of five categories who are demonstrating new and effective ways they are leveraging technology for social change.