Welcome to the 21st Century. Interactive media is the new normal. Your brand can change in the blink of an eye, and your constituents are the ones who can do it. And if you’re not online? You don’t exist. With the introduction of the Web 2.0 philosophy and social media usage at an all time high, there has become, not only a need, but a demand for both individuals and industries to create and uphold an online presence. Of these industries, the non-profit industry has been able to reap some of the most significant benefits.
A non-profit organization, by definition, is an organization that does not exist for the purpose of making a profit. Non-profits, otherwise known as NGOs, exist for the sole purpose of serving a cause. For this to happen, they must rely on funding from outside sources to achieve their goals. Some of these include government funding/grants, private sources, and the largest contributor, stakeholders. But how do non-profit’s reach their stakeholders? Go where your audience is, and studies are showing that 2.2 billion of them are right at the end of your fingertips.
We live in an age where the mail just isn’t cutting it anymore and don’t even think about calling a home phone number. Social media is Web 2.0’s greatest attribute and non-profit organizations are learning fast and keeping up. Through the use of targeted and carefully chosen content, non-profits can rally stakeholders, build trust, foster meaningful relationships and keep a steady flow of information. According to Beth Kanter, by using social media, NGOs are allowing themselves to become transparent and accessible organizations, allowing outsiders to get in and insiders to get out. Through media outlets such as Facebook, Twitter, Instagram, blogs and other online forums, non-profit organizations are developing a voice and reaching a whole new pool of demographics while they’re at it. It’s the 21st century and social media is on the rise, but NGOs aren’t trailing too far behind.
Allison Kaye 