2.0 NonProfits

From Wiki4dev

Contents 1 Google.org (Day 1) 1.1 Intro 1.2 jeff kelvner; cloud computing 1.3 Steve Grove from youtube with ramya (campus progres) 1.4 Case Studies: International Rescue Committee and Artists4Humanity 1.5 Breakout Notes 1.5.1 google maps 1.5.2 google grants 1.5.3 google apps/docs 1.6 =YouTube 2 Social Media and NonProfits (Day 2) 2.1 Plenary Holly Ross: loose control 2.2 google/crm 2.3 social media 2.4 Lunch plenary 2.4.1 DotOrg 2.4.2 Newseum Director 2.4.3 Ami Dar --deep change with tech 2.5 Panel on social media 2.5.1 EchoDitto michael silberman; good ideas for socmedia 2.5.2 Randall winston, facebook causes 2.5.3 Eliza Byard, GLSEN 2.5.4 Q&A 2.6 Fundraising and Second Life 2.7 Closing

Google.org (Day 1)

Intro

• mission to org info and make accessible/useful
• empower nonprofits as part of goal; use collaboration, a key asset of npos
• free, simple, scalable
• Grants and other tools; google.com/nonprofits
• looking for convening orgs for partnerships?

jeff kelvner; cloud computing

• "collaborating like it's 1999"
• frustration with low-end tech; pleasure with social media tools, lack of office collab
  • collab: tech sucks
• in general it spending/method suck b/c scale is wrong for cost; increase in infrastructure to keep up but not catch up to social apps
• outsourcing email like the growth of power provision; move from individ. mills to electrical grid
• privacy: compare to drive vs fly

Steve Grove from youtube with ramya (campus progres)

• nonprofit program with better brand, longer videos, google checkout
  • npo hub with features, trends
  • insight/analytics tools
  • not a video platform for PSAs; a window into your network; not fully social media, not fully distro platform
• use youtube to call for videos from users; add users to mailing lists, etc.

Case Studies: International Rescue Committee and Artists4Humanity

• TheIRC.org on google grants don't dilute keywords / quality ratings from google
• artists4humanity - googleapps

Breakout Notes

google maps

• idealist on googleapps
• add place to map

google grants

• keyword tool to find popular terms
• tips
  • use keyword in ad text
  • clear call to action e.g. "volunteer now"

google apps/docs

• spreadsheet-form-chart widget
• online shared presentation + chat
• google sites allows for ning-like functionality;

=YouTube

• FlipCams - cheap easy USB video cams/drives

Social Media and NonProfits (Day 2)

Plenary Holly Ross: loose control

• Change in knowledge (85: expert/books/etc -- mediated; npo community acted as guides/translators from experts to public)
• Internet; easier publishing, lowering the bar, democratizing of kn
• ...now too much pubished; overloaded
• npos as bottleneck btwn stakeholders and the info they want
  • so we need to find more ways to get info to stakeholders
  • don't need to be interpreter any more, now more of a facilitator; help them spread their info
• people don't need as much basic info; best practice tips, etc -- they need youto be a better broker, not a destination or teller of information; now a conduit
• Web strategy:
  • does it help you LISTEN? (hard part is fear of what you might hear, but increases transparency, access, connections)
  • Does it start conversations with org and among users?
  • Does it let users share?
  • Do they all integrate / brand together / co-promoted? as well as on a technical level
• 21 days make a habit (kanter) do one SM tool at a time, don't over do it
  • value of social media over time
  • Kanter raised almost 200k online through a widget; wasn't overnight success, was about building relationships so when you have something important to say or a call to action, they'll do it.
• "Do not treat web 2.0 like web 1.0 ; email is not a conversation, static webpage is talking at them; socmedia means talking with, not just sending out messages -- it's about conversation and sharing; turn strategy over to stakeholders
• blogs as an experimental ground, conversation, as way to find your voice and hone message
• encourage staff to use blog/twitter tools as individuals ; personal touch of individual gives a dimension
• You've already lost control of the information; work with it and support it so you can better leverage and track it.
• Object-oriented network (lolcats, flickr, youtube); meat-oriented networks (facebook, etc)
• maximize interplay btwn facebook group and website/resources
• someone has to be responsible to blog; on the calendar, etc. takes time, 1-2hrs/day

google/crm

• tucker mclean / salesforce
  • trend to SaaS / 1.1M SF users
  • Sf platform / force.com with open api for mashub/db/logic as a service system
  • leverage sf apps with ability to build more apps; sell/share on appexchange, with some npo-specific ones too (householding)
  • SF and nonprofit; 6 paid days of employmee service, 1/1/1; 1% time, 1% product, 1% equity; sf 07 donated 77000 hrs of employee svc;
  • 80% discount on additional apps/training; available discussion boards, volunteer expert assistance, etc.
  • Red cross/bay area: tracking of vols and partners for katrina; creates historical data, retention rate
  • Center for Employment Opps; used salesforce for case mgmt & workflow
  • crosscultural solutions; tracking vols and leads
• jenny hut, google nonprofit

social media

• Care2
  • Response
    • viral rates work best for compelling, easy to explain issues
    • action rates on people who've previously taken action is 5-6x times higher
    • a message doesn't have to be legally or technically accurate; needs to be compelling; drop the jargon
  • Measurement
    • ROI - paid staff time vs email list increase / actions taken / money, most value on fb is branding/name recognition ROI tool for social networks on froggo.com (?)
• alan rosenblatt
  • message control is dead ; chaotic msg environment; present full story or lose traffic to google
  • stakeholders are champions not servants ; "empower is height of arrogance, people have the power, you cn enable them to use it for you" people re your partners, etc, indiviual instigators for social change
  • ownership and personal stake in yoursucess; message might vary, but more powerful b/c of that and socmedia enables taking advantage of that
  • individuals / blogs
    • blogs are only one channel of impact; fb or myspace pages with multiple followers can also work well; all are soapboxes
    • journalists / public officials / biz leaders not the only opinion leaders anymore
  • nightmare scenarios
    • youtube; bic pen => bike lock breaker; bike lock mfg ignored it, and their market was opened to competition; if they'd responded they could have prevented the problem with good customer svc
    • 2006 youtube burns and alan show; derailed in reelection by yt videos, george alan - bullying videographer of competitor;
  • use guerilla tagging to co-opt popular videos; technorati tools
  • need to engage to help shape the discussion;
  • compete.com to measure blog traffic
  • provide value/content/contact in return, approach users and influential bloggers with respect; bloggers looking for angle/perspective more than staid news

• integrating and measuring
  • socmedia as a medium
  • keyword massaging to keep top30 search results; favor heavily updated and linked content
  • no effective way to measure; no siler bullet; "word of mouth" measurement unit
  • not just numbers but quality of content/comments/etc.
  • where are userscoming from? link: ; socmedia sites?
  • widgets and videos must be fun, meaningful, useful
  • not about the message

• Ben / email / moveon
  • moment: crisitunity, rftc, ask
    • crisitunity; crisis==opportunity; hooks for message/action
    • rftc reader focused theory of change ; call to action with an acheivable goal that engages user
    • ask: actual action that leads the rftc; show your support/raise your voice is not an ask; not a direct action; donate or write or etc. for a specific cause/event
    • 3 parts; crisis/opportunity, enable/show community / ask : 2-3pargraphs before the link, goals and timeframes can help if don't make too long
    • strength test: make sure top text is strong; add strengtheners under the fold to bolster any weak spots; credibility, show reasons why
  • movement:
    • moveon lost 400 battles in a row and yet movement felt like a win
    • bigger picture; don't need in every email, for new campaign
    • what's really going on: community power; if moment is going on forever (e.g. obama) focus on the power of the movement; millions of ordinary people....etc. Show, don't tell
    • who are we: helps identify the team, give examples/quotes/real people
    • where are we headed?; goal/vision

Lunch plenary

DotOrg

• http://www.pir.org/ registry; 5th largest global TLD; 3rd best known; 7M registration
• .org => trust by users => traffic
• World Voices media events and distribution
• advocacy tools in .org resource center;
• extraordinary .org website promotion

Newseum Director

• 20% of americans can name the 5 simpsons characters; 3% can name the rights guaranteed in the 1st amendment

Ami Dar --deep change with tech

• huge growing civil society if track by npo/ngo growth
• soc media gives soapboxes that require the presenter to sell their arg; compare to unabomber strategy
• 3 generic problems
  • easier to buy than to help/react; more institutions to consume
  • divisions, beyond class/race; divided by geography, orgs, silos, hard to see across differences
  • sharing problems of solutions;how spread?
    • online and education: IM-cheating?
• what do we do? Create a network/environment/ecology/etc. to find common ground for sharing
  • diffusing new network tech ishard; but there are precedents; what would this look like for a platform for change
  • need for offline component as well as online place
  • need some way to bridge people and their interests/causes and supporting organizations together
  • lack of branding in nonprofit world; coke spends 3M/day to maintain their brand, even tho everyone in the world knows coke
  • idealist working to create a big-brand go-to place for civil society support/helping people connect and take change
  • Ross asked: too much competition in space; everyone creating individual networks/hubs, some existing large hubs (change.org), etc.
  • value add is that idealist will add an "ask" to the network? lots of existing community-level resources

Panel on social media

EchoDitto michael silberman; good ideas for socmedia

• often fall flat; individual-driven spaces; needto focus on conversations
• potential to drive meaningful offline activity: mobilizing people to take action holy grail of online advertising
• dean campaign / meetup usage to create local communities; similar to the stepitup events; 1000 rallies peer-organized; no central org; the organizing isn't new, but the speed and lowcost are new; probs with sustaining a movement still

Randall winston, facebook causes

• Fb vs myspace: myspace supported pseudonymity; Fb started with real-name requirements through education system/edu requirements; more "real" social activity
• Fb Groups created groundswell of cause-centered support; but no action connection or org association
• Causes links that organic movement to real orgs and real possible actions
• example unicef; had resisted fb/myspace. 14yo created a cause for unicef; built the group to 100k and $10k check with no unicef support
• criticism of cause ; online fundraising has limits? New space; best measurements are not determined; but fb is reaching an audience to build awareness via a network method, creating community that grows over time, education on core issues/communication/wallspace/halloffame/incentivize further activities

Eliza Byard, GLSEN

• andrew glau nonprofits and tech paper

Q&A

• MS recommends at least 1 full time online community organizer + a help desk person; send him email to get howtos
• MS: create a personal content feed related to org; but not "by" org; contextualize and humanize it; give face, outside of b(r)and messaging
• FB causes vs group options
  • cause might get involved in fb at groups level (pre-installed); b/c of newsfeeds focus on fb core apps not application feed

Fundraising and Second Life

• American Cancer Society & second life
  • second life; volunteer run with one technical staff person; 2nd life relay for life event
  • purchased an island/rent; design work by volunteers; $5500/yr for rent, but raised 118k
  • probs with online branding and maintaining credibility on 2nd life while embracing new realities
  • word of mouth in SL; teams and networks through SL entertainment venues, but came from grassroots organizing

Closing

• closing words for the day: "pick one thing and lose control of it"