Heather Mansfield’s newest book, Mobile for Good, is a nice complement to her 2011 book, Social Media for Social Good. This time around, she adds mobile to the “new media” mix and gives a detailed approach for nonprofit leaders ready to embrace changing technology.
In Mobile for Good, Mansfield sounds a warning call to nonprofit leaders. The tide of new media is swift and those nonprofit leaders who don’t embrace it will be left behind:
“Your nonprofit would be wise to assume and act upon the fact that more than 50 percent of your website traffic will occur on screens varying in sizes from one to six inches by 2016.”
And, contrary to popular belief, this shift is not just among the youngest generations of potential donors. Every generation – from Silent, Baby Boomers, Gen X, Millennials, to Gen Z – is increasingly discovering and giving to nonprofits online.
But Mansfield is not suggesting that nonprofits chuck all fundraising vehicles in favor of a singular new media approach. Rather, she urges nonprofits to embrace a multi-channel fundraising strategy, “using print, web, and email communications, and mobile and social media in order to appeal to donors of all ages and socioeconomic backgrounds.”
And in fact, reports on the death of email are unwarranted. In fact, it’s enjoying a rebirth:
“Email is not dying. It’s growing. Furthermore, every email address that your nonprofit accrues translates into $13 in online donations over a one-year period. If you think this trend is isolated to Gen X and older, it’s worth noting that 65% of Millennials subscribe to nonprofit e-newsletters.”
The key, however, is making sure that everything (your website, your e-newsletters) is responsively designed, meaning that it automatically converts to fit whatever is being used to view it (laptop, phone, tablet).
Mansfield urges nonprofit leaders to invest in new media. The nonprofit sector’s desire for free or very cheap technology solutions isn’t realistic anymore:
“It’s imperative that you find the funds and the tech know-how to position your nonprofit for future survival…One of the downsides of the rise in social media is that it has inadvertently resulted in nonprofits becoming overly accustomed to and dependent upon “free” online tools. This mindset is becoming destructive to the sector istelf…The era of free is over.”
Mansfield devotes a chapter to each of the main social media networks and gives tips and best practices for each. The problem with writing a book about such a quickly evolving space, however, is that it becomes out of date before it even hits the shelf (for example Facebook’s recent organic search changes, and LinkedIn’s discontinued Products and Services tabs). So you must view Mansfield’s tips in a larger context, and for real-time updates you can check out her Nonprofit Tech for Good blog.
Overall I think the book holds a good deal of value for nonprofit leaders, however, I do have two criticisms.
First, for the nonprofit leader already overwhelmed by new media Mansfield doesn’t effectively prioritize where to focus. By including all major social media networks and all new fundraising tools (including untested ones like Crowdfunding) she leaves the impression that there is an endless and equally valuable list of innovations to embrace. Without a framework for prioritizing where to focus it is easy for the already overwhelmed nonprofit leader to give up. She could have discussed the merits of focusing on some of the bigger bang for your buck social media networks (like Facebook) while letting others (Pinterest) go if time doesn’t allow. Or thinking through a nonprofit’s target audience and their habits and preferences in order to prioritize staff time.
Second, I must take Mansfield to task for perpetuating the nonprofit overhead myth – the idea that nonprofits should separate their “program” and “overhead” costs. As I’ve mentioned before, this myth is incredibly destructive to nonprofits by forcing them to hide or ignore the true costs of their work. In Mansfield’s “Online Fundraising” chapter, she lists 10 best practices, of which #6 is to “Include Program Versus Operating Expense Graphics,” suggesting that nonprofits create “a pie chart graphic that shows your low fundraising and operating costs.” She goes on to mention the Overhead Myth Campaign in passing, with no irony about how she is perpetuating the myth itself. Ugh.
At the end of the day, Mansfield provides a nice overview of the rapidly changing new media landscape and some great steps for what nonprofits can do to keep up.
Photo Credit: nptechforgood.com
Heather Mansfield’s new book, Social Media for Social Good: A How to Guide for Nonprofits does a great job of breaking down the brave new world of social media and making it accessible to any nonprofit manager. Her very tactical book is a nice companion to Beth Kanter and Allison Fine’s Networked Nonprofit, which painted the big picture view of a new engaging mindset nonprofits need to adopt in this new social media reality. Mansfield’s book gives a down and dirty, step-by-step approach to becoming a savvy nonprofit in the world of Web 3.0.
Mansfield divides the evolution of social media into three stages:
- Web 1.0: The Static Web – brochure-like, non-interactive websites
- Web 2.0: The Social Web – social media applications, like Facebook, LinkedIn, Twitter, that create new communities
- Web 3.0: The Mobile Web – location-based communities, text-messaging, apps
Her argument is that nonprofits have to build their social media engagement in phases. They need to conquer stage 1 before 2, and 2 before 3. And all activities, offline and online, need to be fully integrated as part of a much larger strategic marketing plan. Amen to that.
For Mansfield, there is a real danger for nonprofits that ignore how quickly technology is changing. If they don’t adapt, they risk losing their donors, their relevance, and ultimately their reason for being:
To maintain your online donors’ loyalty, and to recruit new donors, you need to be current and forward-thinking in your online communications and fundraising. Technology moves faster than ever, and to keep up and ensure the long-term sustainability of your nonprofit, you must upgrade your Web 1.0 campaigns or risk becoming obsolete.
Mansfield’s ultimate argument is that offline and online activities must be fully integrated in a strategic way. She even argues that the “old” methods of online fundraising (email, website) actually have the highest ROI, so the idea is to gather people and drive them there.
Apart from this reasoned and necessary argument about social media as part of the overall marketing puzzle, the real value of this book is the very tactical how tos. Mansfield creates a great to do list for the nonprofit manager to move toward the next level of online integration. She also provides tons of examples of nonprofits that are doing it right.
My only complaint is that she doesn’t prioritize the most critical areas a small nonprofit (one with less than 5 staff members) should be focusing on. In her “Deciding What Social Media Tools to Use” section she helpfully suggests how much time a nonprofit should spend on each social media channel. Although this helps understand the value of one channel (Facebook) over another (Change.org), the total number of hours equates to 1.5 full time people. And that’s only social media activity, not email, mobile or website maintenance. That number of hours is something that only medium to large nonprofits could afford. Although volunteers and interns could supplement, most social media experts agree that you can’t really delegate social media to those who are only tangentially involved with the organization. I would have liked to see her recognize the limitations of smaller nonprofits and give tips for prioritizing the time those organizations have to devote to social media efforts.
But overall, Mansfield offers a great and necessary step-by-step approach to overcoming nonprofit fear of the online world and bringing them up to speed. Because as she warns, “If your nonprofit is still in the should-we-or-shouldn’t-we stage, you are quickly falling behind. It is a Brave New Web, and it’s time to muster the courage and take the leap.”