Nonprofits by their very nature are in touch with the very human face of the
Kelli Parks Snider, ProjectGirl.org and Girls
people and public they serve. Many grassroots causes are entirely dependent on volunteer efforts to get anything accomplished. Finding creative and non-traditional funding sources is task one these days. Considering “how” not “if” to use social media to stay connected and find new funding sources should be the topic at the advisory board table.
Social media at its core is a two-way conversation using Internet technology that brings value to the participants through sharing knowledge and information.
If you are a nonprofit are you investigating the use of social media as a channel to connect with your audience?
Extending manpower and budgets
In the town of Lodi WI, the YMCA of Dane County runs a branch – managing the swimming pool operations, swim lessons, lap swim and providing swim lessons to students. They also run fun and increasing numbers of low cost programs designed for healthy living styles for children, adults and seniors. Clearly only a fraction of the programs would be in place if it weren’t for donations, fees recovered for programs, volunteer supervisors and instructors. At the same time, monies collected allow the YMCA to provide scholarships, such as the Strong Kids Campaign, to individuals and families that otherwise would not be able to participate.
It is important for the directors of any type of program to stay in touch with all aspects of the community at large including those who provide funding, those who participate in various programs and those who need to understand the benefit to the community. Creating a blog, an email newsletter and periodic print updates would be some nice communication additions, if they can either afford the time and/or the cost to do so. But can they afford not to do so?
ProjectGirl.org a grassroots nonprofit in Oregon, WI, was able to use social media (Youtube, LinkedIn, Blogs, Facebook and MySpace), email marketing, and Word of Mouth to generate awareness of a youth activism campaign sponsored by Best Buy. The success of that campaign gained them over $100,000 for support of their curriculum which teaches girls self esteem and critical thinking using multi media technology, video and art to express themselves.
Today, leaders of nonprofits need to consider alternative sources of funding. With the contributors of the past now out of work in many cases, recognizing that new partnerships and alliances will need to be formed is at the heart of accomplishing missions. Social media can help possible alliance partners to find your nonprofit and cause. It allows you to voice your needs and mission. It also allows you to initiate conversations with supporters, volunteers and mentors.
Cause Marketing
Companies that join with social causes to sell products not only enhance their image but also improve their bottom line, say University of Michigan researchers. This certainly can help but it also benefits the company in terms of profits.
According to Uday Rajan, one of the Michigan researchers,
“Firms can use cause marketing to increase prices and profits, but should be aware of the implications of placing different products on cause marketing,” Rajan said. “For public policy officials and consumers who may believe that cause-marketing firms are more caring firms and are genuinely interested in helping others, it may be insightful to understand that cause marketing also allows firms to increase their prices and profits.”
Many corporations are seeking creative and unique ways to differentiate themselves beyond product and services. Employees develop greater loyalty to companies that support long-term good works. It’s also being taken into account in the lists for “Best Companies to Work For.”
A good way for nonprofits to start is with reviewing what other larger organizations have done. The American Cancer Society has a policy developed to find the right match of partners.
Is your company doing any cause marketing? Has your nonprofit used social media to enhance its interaction with donors, volunteers and its community?
