The Networked Nonprofit

The concept of the networked nonprofit is fairly new. Our grandparents were lifetime members and donors of organizations that supported causes in which they strongly believed. This commitment along with the desire to be associated with a worthy cause served as motivation for communities to come together and effect social change through face-to-face involvement. Times, however, are changing. As the Baby Boomers retire from their senior management positions in nonprofits, organizations must adapt to the cause-driven work styles of the Millennials. This generation is unique in that it is the first to live digitally connected lives. Focus is now on the individual rather than the institution. Although we maintain a commitment to causes in general, we tend to support various organizations as moved by particular efforts.

This generational shift is why nonprofits must embrace simplicity and transparency in seeking to make their interactions emotionally touching. People are looking for a variety of ways to participate at every level, and organizations can take advantage of this by making it their goal to engage in conversations that build lasting relationships. As our textbook The Networked Nonprofit points out, networking is only possible through social media. In turn, the revolution that is social media hinges on personal contact. We utilize this key concept as a class in COMM 456. For example, while planning our promotion strategy for the Safe Harbor Chick-fil-A event we determined that using personal invitations on Facebook and Twitter would have a greater impact than displaying posters at random on campus. Face-to-face interactions are definitely important but for social change to happen they need to be complemented with online activities. Using social media does require practice and dedication of time, but it is worth the effort if for no other reason than the majority of the population now has access to something called the World Wide Web.

The Networked Nonprofit also identified free agents as a powerful new force in communication. According to the text, “Free agents are individuals working outside of organizations to organize, mobilize, raise funds and communicate with constituents.” Free agents should be viewed by nonprofits as allies rather than interfering outsiders. They have the ability to influence large groups of people to support various causes with as simple a tool as a Facebook Causes application. This networking power can be a huge resource if given the freedom to function as the individual sees fit. History has already demonstrated that when given the opportunity, people are capable of making huge changes. Sparking and then connecting individual creativity and passion will ignite the fire of empowerment necessary to make the world a better place. That is the future of the nonprofit.

Thoughts on Choosing Spokespeople and Working with Others

Although commonly used, the phrase “don’t shoot the messenger” is a concept that is not relevant in the communications world. According to Strategic Communications for Nonprofits, “It is critically important to choose the right spokespeople, as the messenger may be even more important than the message in establishing trust and credibility for your organization.” Clearly, selecting and training spokespeople is crucial. In a nonprofit group volunteers often play a large role. As a result, there may be a tendency to let anyone speak to the press. It is necessary, however, to establish a main public spokesperson who builds a name for the group and awareness of its work. Many people may be contributing to the success of an organization, and their efforts should be recognized. An experienced spokesperson should be continually training to hone their skills and will work on a different schedule from the rest of the group. Besides being closely involved in developing media strategies, he or she needs to be available to speak on short notice and meet close press deadlines. When there is an opportunity, a nonprofit organization should take advantage of celebrities or third-party spokespeople who can attract attention and bring validity to the cause. For day-to-day efforts, someone who is comfortable and willing to take the time to deliver a good presentation will be a huge asset to a nonprofit.

Adding the personal touch is an ideal that has come up several times, and is obviously very important. In the context of today’s media, people are looking to make a connection with something to which they can relate. Real stories from ordinary people can “put a face” on issues that might otherwise be overlooked. Communicators responsible for selecting people to work with the media can help their spokespeople perform to the best of their ability by doing research on the reporter, clarifying ground rules, and discussing the best interview practices. There are risks in conducting these interviews, but positive coverage can help the public understand the issue and reach those who need help.

After developing a dedicated communications team with an established spokesperson, an organization needs to look outside of itself and capitalize on the power of partnership. In my nonprofit marketing class, we often discuss ways to edge out the competition when similar groups approach the same target public. Sometimes, collaborations with nonprofits coalitions and media working groups can actually enhance internal communications. It makes sense that coordinating efforts rather than competing for media attention is a powerful way to work on media strategies. When trying to raise awareness rather than funds, nonprofits should definitely work together for maximum outcome. In working with Safe Harbor, we have events that serve the purpose of raising funds specifically for Safe Harbor. With events that seek to raise awareness on the issue of domestic violence, it may be wise to team up with other local organizations that have the same goal. Organizations that work together should have similar levels of experience, a positive reputation and an ability to commit a fair share of resources and effort. Of course clear involvement goals should be acknowledged at the beginning. Communication is of course key. Partners need to be consistently updated and kept inside the loop. With a growing number of outlets seeking publicity, media partnerships can keep an organization in the public eye by providing local information and announcing opportunities for civic engagement.

As the last blog post on readings from Strategic Communications for Nonprofits, I would recommend it as a useful resource in learning how to successfully work with the media. In conclusion, a final lesson from this book caught my attention: always be animated and genuine in your treatment of important issues and you will successfully ignite the interest of news organizations and their audiences.