Not too long ago, I transitioned into the world of non-profits. Recently joining an organization to help support and manage the transition towards upgrading its online presence, updating its digital media solutions to showcase and highlight its projects and research, and providing a more integrated network to meet its many operational, communication, and strategic needs, has introduced me to an area of technology that is focused on the non-profit world.
How one approaches not only their web design, but also how they reach out to their target audience (or constituents) is very different. A non-profit’s brand is closely intertwined with its identity, and in turn, its identity – what it does, what it stands for and represents, what it creates and produces, what it defends – speak directly to a certain group of individuals. And it is these individuals who will provide the kinds of brand-building, presence-developing, and ultimately, fund-raising, that most, if not all non-profits depend on.
The ownership of ones’ brand is extremely important, but in some respects, I find that the need to truly own one’s identity, to truly identify what one actually does and specifically, provides and offers, is of particular significant to a non-profit organization.
Certainly, it is increasingly easier and cheaper to spread the world about non-profits. The lack of resources (both personnel and monetary) are no longer barriers that are insurmountable. Twitter and its kind (twitpic)
An example of using YouTube to support non-profits (it’s a dated video, but I think still relevant):
I’ll elaborate more about how digital media (and all its fun, related aspects such as online marketing and campaigns, community building, etc.) come into play as non-profits seek to expand their networks, fundraising capabilities, and brand presence. For the time being, I’ve listed some information here that could be a helpful start.
Useful links:
NTEN: Nonprofit Technology Network
Wild Apricot: a non-profit technology blog
Big Duck: communications for non-profits blog
Mobile Active: global network of non-profits applying mobile tech to serve their needs (this is definitely something I’m very interested in exploring)