Nonprofit Resource Center

The Internet offers media channels that are equitable, communal, and democratic, making for a very consistent match with the management of nonprofit organiations. The Internet can be utilized to cultivate and enhance public education and outreach, fundraising, volunteer recruitment and retention, staff training, fundraising, publicity, community building, opinion sampling, fundraising, interactive and personalized relationships, and, yes - fundraising.
  

Many nonprofit organizations have taken steps toward developing websites, however they are often composed of basic, static, linear content that was prepared as if it were a printed brochure. Different studies have found that most nonprofit organizations are not fully utilizing online communications and are not maintaining interactive, sophisticated websites.  For example, few nonprofit websites include interactive functions such as discussion forums or online surveys, nor do they invite return visits or encourage bookmarking of the website URL address. Also, only some nonprofit organizations are taking advantage of potential funding from online corporate sponsorships or advertisements. 
  

The reasons for slow adoption of Internet communication are most often linked to limited financial resources, lack of access to skilled staff or support service, and unfamiliarity with Web tools and software. These barriers are similar to problems experienced by many small businesses. However, while obstacles to incorporate online communications do exist, the task is not impossible and the potential benefits beg virtual necessity.
  

Recent communication technology advancements have begun to mitigate these obstacles, creating a virtually tailor made fit with nonprofit organization needs. For example, there are new and emerging Web-based technologies that are much less expensive than proprietary software and come with additional maintenance services. Nonprofits can also harness social networking sites to open dialogue, engage word-of-mouth or guerilla marketing, and create free online relationships with constituents. Free open-source software (FOSS) is also being implemented by more and more nonprofit organizations, for building websites and for desktop applications. Other online communication tools – such as email blasts, blogs, social media releases, and RSS – are especially well aligned with nonprofit organizations, as they can assist agencies in distributing mass messages at significantly lower costs than traditional media and advertising.

  
Today, an organization without a quality website, email address, and e-newsletter – or better yet a blog and RSS feed – lacks a level of authority and credibility, and is not being found by an Internet search engine. Nonprofit organizations that use online communications to bypass the gatekeepers of the traditional media, can directly reach constituents with communications that rival commercial companies activities. The best strategy is for nonprofit organizations to start with research, become aware of what tools are available, and then begin to participate with the online world and reap the benefits.

 

Additional information is available HERE. 

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