• Skip to main content
  • Skip to primary sidebar

Social Velocity

Creating more strategic, financially savvy, and confident nonprofit leaders and organizations.

  • Consulting
    • Financial Model Assessment
    • Executive Coaching
    • Strategic Planning
  • Book
  • Clients
  • Speaking
  • Blog
  • About
    • Nell Edgington’s Bio
    • Media
  • Connect
  • Tools
Home » Capacity Building » Taking the Nonprofit Leap Into Social Media

September 16, 2011 By Nell Edgington 1 Comment

Taking the Nonprofit Leap Into Social Media

FacebookTweetLinkedIn

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:

  1. Web 1.0: The Static Web – brochure-like, non-interactive websites
  2. Web 2.0: The Social Web – social media applications, like Facebook, LinkedIn, Twitter, that create new communities
  3. 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.”

Related Posts

  • Social Change Requires a New Nonprofit Leader
  • beach closed sign
    Nonprofit Leaders, Reclaim Your Social Change Power
  • why is is normal to Limit Nonprofits
    Why Is It "Normal" to Limit Nonprofits?
FacebookTweetLinkedIn

Filed Under: Capacity Building, Fundraising, Nonprofits, Roadblocks, Strategy Tagged With: Allison Fine, Beth Kanter, Heather Mansfield, networked nonprofit, nonprofit marketing strategy, nonprofit social media, Social Meda for Social Good

Reader Interactions

Comments

  1. Azhar Kamar says

    September 19, 2011 at 12:03 am

    Imma get this book! ^_^

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Primary Sidebar

Free Training

Consulting Services

If you want your nonprofit or foundation to do and be more, Nell can help you get there

Ready to Learn More About Working with Nell?

Book a Discovery Call
Reinventing Social Change Book

FREE GUIDE: Find Your Social Change Joy

  • Figure out what you LOVE to do
  • Make time for it
  • Find your way back to Joy

Featured Blog Post Topics

  • Social Changemaker Interviews

  • Smart Strategic Planning

  • Effective Philanthropy

  • Networks for Social Change

  • The New Nonprofit Leader

  • A Groundbreaking Board

  • Reinventing the Nonprofit Sector

  • From Fundraising to Financing

Recent Posts

Woman with magnifying glass

You Can Turn Any Challenge into Opportunity

Marching soldiers

A Social Change Army is Amassing

It’s Not All Up to You

To Save the World, Save Yourself

Imagine the World You Want to See

Categories

  • Abundance
  • Advocacy
  • Board of Directors
  • Capacity Building
  • Capacity Capital
  • Financing
  • Fundraising
  • Individual Donors
  • Leadership
  • Marketing
  • Networks
  • Nonprofits
  • Philanthropy
  • Roadblocks
  • Social Change
  • Social Movements
  • Strategy
  • Consulting
  • Book
  • Clients
  • Speaking
  • Blog
  • About
  • Connect
  • Tools

© 2022 Social Velocity | Privacy Policy | [email protected] | Tel: 512-694-7235