Nonprofits and New Media by Michelle Healey
Most Americans utilize some form of new media technology in their daily lives. as nonprofit executives, how can or should we integrate new media strategies into our overall marketing and fundraising efforts? First, what exactly is new media? New media is a broad term for technologically advanced applications. And it's not so new anymore. Many of the tools, such as blogs, online discussions, texting, e-communication, RSS feeds, YouTube, social networking sites and Wikepedia have been available for years. In fact, new media is being called "modern" media in some circles. At its simplest form, new media is merely another form of communication that is designed to deliver a message. It allows individuals to easily communicate with friends, access and assimilate information and stay up-to-date on current events as well as pursue their hobbies and passions in ways that were previously unavailable. And there is no doubt that new media technology is changing the world in which we live. News and information are available at lightening speeds on a cell phone, bloggers are driving news stories, video clips are viewed by 10 million people worldwide in a matter of days and social networking sites have progressed from serving as simple profiles to tools used to engage and communicate with the rest of the world. Many nonprofits are beginning to use these communication tools more frequently. As we've learned from our past experiences with the Internet, it is important to consider how you can make new media part of your existing strategies before devoting precious time and resources to it. Consider: - How will these efforts advance our mission?
- Who are our customers and what do they expect?
- Will reaching new audiences be advantageous?
- What resources will we need?
In the next edition of Nonprofit Partner, I will define new media tools in great detail and offer ideas on implementation. In the meantime, here are some benefits that new media outreach offers nonprofits: Reach new audiences. New media allows an organization to expand its base by marketing itself to new audiences. By making information about your work more easily accessible, you can communicate with a wider audience. Though the majority of individuals who utilize new media applications are under the age of 50, creating a presence in this arena and engaging a new base is an investment in the long-term stability of your organization. Control your content. New media technology also gives an organization the freedom to speak directly to its supporters and reach the general public with a precise message. It removes reliance on third party media outlets and journalists by allowing you to control how your organization is represented and the timeliness of your message. Expand your base. By creating a presence on social networking sties, you are able to recruit members of "fans" and communicate with these individuals on a regular basis. By encouraging your members to invite their friends to join your cause or visit your profile, you are empowering them to market your organization for you. In essence, your members are effectively raising awareness and spreading your message to a larger audience than would have been possible otherwise. Engage your members. New media technology allows supporters to personally engage in your organization through online discussions, blogs, forums, videos, personalized messages and direct appeals. This outlet generates a buy-in from your base as they become personally invested in what you do. New media technology can be a powerful resource for nonprofit organizations seeking to expand their influence and visibility. But remember that new media must always be viewed through the lens of advancing your mission and should complement your current marketing and fundraising strategies rather than detract from what you are already doing. Look for our next edition in which I will describe some tactics for using these new communication vehicles. Contact Us: AC Fitzgerald & Associates, LLC
Ann C. Fitzgerald, President
www.acfitzgerald.com
(877) 528-5775 
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