My blog entries have mostly been about how brands and profit organizations can use and benefit from new social media, but this time I’d like to share my thoughts on how non-profit organizations (NPO) can make use of it. :)
The infinitely wonderful world of new social media remains to be a Wild West for non-profit organizations. New social media is still relatively untapped by non-profit organizations even if it offers tremendous opportunities for them. Profit organizations have been adopting social media into their strategies and I believe NPOs should be doing the same. :)
New social media can help NPOs raise awareness.
We live in a connected world. We live in a world where anyone can connect with anybody, where NPOs can connect and collaborate with anyone. If NPOs use social media, they can share their advocacies more easily and conveniently. NPOs can create a Fanpage where people can like them and these people can even recommend it to their friends if they find it compelling.
New social media requires minimal spending.
Funding shouldn’t be a problem for NPOs since most social media tools are free of charge. And this helps because, the less NPOs they spend on promotional tactics, the more they can alot for their projects. :)
New social media facilitates collaboration.
New social media transcends organizational boundaries. NPOs can reach out to fellow NPOs or profit-organizations, perhaps for their CSR, and partner with bloggers and opinion leaders who can also impart their advocacy. :) An example of an NPO collaborating with other NPOs is Lights. Camera. Help?, a NPO that encourages other NPOs and cause-driven organizations to use film and video to share their stories.
The challenge for NPOs will be creating that compelling message to engage people on the internet. It’s easy to click that Like button or share that link but getting people to volunteer and donate is another story. If I may quote Switchfoot, NPOs should be
“daring you to move, to lift yourself up off the floor,”
and make people realize the distinction
“between who you are and who you could be, between how it is and how it should be.”