Networked Nonprofits: A Definition + Challenges & Trends

Based on the reading, Surfrider is defined as a Networked Nonprofit because it is more like a social network than a "tradtional stand-alone organization." I thoroughly enjoyed the comparison of surfers and other ocean enthusiasts to unherded cats. As we have seen with the other text (SCfN), a major aspect of networking nonprofit organizations stems from the social media revolution. By utilizing mediums such as blogs, Facebook, and Twitter, the organization is able to reach out to-and obtain support from-a more diverse demographic of people who share similar interests. The characteristics of a Networked Nonprofit is different from our experience with Safe Harbor in several ways:

• Safe Harbor and other organizations like it have a slightly more firm grasp on their logos/brandings, messages/messengers, and services offered than that of a NN. For example, with our class projects (Homecoming, guest speaker, Chick-fil-A fundraiser, etc.) projects, it was necessary for us to go through both Claiborne and Julie to get the ultimate approvals for our ideas.
• Though Safe Harbor is getting more fans/followers on their Facebook/Twitter pages everyday, they still have a long way to go before they are on the social networking status of a NN. In fact, NN's typically utilize social mediums to accomplish most of their communication amongst supporters or members, where as Safe Harbor raises awareness primarily through educational seminars/speeches/tools.

Part of our job(s) with the class projects is to help raise awareness for domestic violence to our peers, as well as the programs offered by Safe Harbor. Because our generation constitutes a large majority of those using social media, one of the primary objectives of each group is to raise awareness via social mediums. On Twitter, Safe Harbor is now up to 283 followers and on Facebook, 659 fans. We are well on our way to accomplishing the numbers we originally set out to reach, but I believe by inhabiting several practices of Networked Nonprofits, we could go above and beyond our original goals.

The second chapter of the text focuses on challenges and trends amongst Networked Nonprofits, both of which I found fascinating. The unfortunate effect of our economic recession on organizations is an issue that almost all nonprofits face at some point or another, forcing them to either downsize or shut down completely. There are other aspects that lead to the success-or not-of NN's, such as the presence of Millennials and Free Agents. This reading was my first interaction with the idea of a Millennial, which is comparable to the Baby Boomer generation. I found this section particularly interesting because my mom is a Baby Boomer and I would be considered a Millenial, so it was cool to see the comparison of the two generations and the effects each had/has on society. Going back to the social media revolution, Millennials are considered "digital natives," in that we were brought up with ever-increasing amounts of technology being thrown at us. We are far more adaptable to the introduction of new mediums through which to communicate, Facebook and Twitter being a prime example. Therefore, my generation will utilize a variety of different mediums through which to promote an organization, which ultimately changes up the scope of nonprofits as a whole. Another aspect of Millennials that was interesting was the fluid nature of support for a cause/organization. Thus enters a problem for Networked Nonprofits in that they must constantly mold and reshape into an appealing factor for consumers to gain their support.

In contrast, Free Agents might be considred allies for NN's in that they are capable of attracting large groups of individuals and getting news/questions/etc. to mass amounts of consumers. However there is also a list of "rules of engagement" necessary to follow when working with free agents. Some of these include becoming familiar with FA's, or those using Facebook, Twitter, or writing blogs. Though not entirely related, I can't help but think of the PR blunder that took place with The Bloggess that Claiborne showed us in class...

Selecting Spokespeople/The Power of Partnerships

The information found in Chapter 9 pertains to selecting and training spokespeople for a given organization. I'm sure we could all think of an organization that utilizes celebrity sponsorships to appeal to mass amounts of the public. However, this option can be tricky due to famous figures having their own agenda, being involved in a scandal, or making outrageous demands of the organization in return for their cooperation. One of the first examples that came to mind was the infamous Kanye West rant during a Hurricane Katrina relief telethon..

Clearly, Kanye had his own agenda by participating in the Red Cross event, and one might argue that he even distracted viewers from the real reason why they were watching/participating in the organization's fundraiser because of his inappropriate statement that "George Bush does not care about black people." I just feel bad for poor Mike Myers.

Aside from having a positive supporter from the outside, it is also crucial to select a member from within the organization that will be an effective communicator in the spotlight of the media. According to the text, this involves a person who is willing-and has the time-to meet with media in the form of answering questions and doing press interviews. He or she must also be able to stand their own and deliver a positive image on TV, radio, or in print. Taking lessons in this area is encouraged, and can be done in a number of ways from pro bono coaching to setting up mock television/radio interviews. I liked that the reading compares this position to someone interested in learning to play soccer or golf... the training and lessons are necessary!

Chapter 10 focuses  on the concept of partnerships/collaborations amongst nonprofit organizations. Due to the ever-growing presence of social media outlets such as Facebook, Twitter, Google+ and more.. it is almost a necessity for organizations to partner up in order to stand out from all of the other "contending interests" present. I think this idea would be beneficial for the causes held by these organizations in that by partnering, they ideally be able to reach out to more demographic than one. In a way, our class could be considered to be in a "collaboration" with Safe Harbor because we are planning an executing several projects through the course of the semester that will better allow us to promote domestic violence awareness on Clemson's campus. For the Homecoming project, it was necessary for my group to check in with Julie and Claiborne to make sure we were communicating the right messages to the public. That brings me to my next point about the text that involves internal communications within partnerships. I believe that communication amongst organizations is vital to the partnership they share. Memos were a suggested method of updating those involved. Utilizing an online marketing program to keep members informed on upcoming events, meetings, etc. can also be helpful and isn't time consuming. Keeping those invovled within a particular organization is also key so that members do not feel disconnected from what is happening. This is a point that has been stressed in most of the classes I have taken at Clemson; from interpersonal communication to leadership seminars, and it holds true with most other aspects of life as well.

Media Coverage is Key

Much of the information found in Chapter 7 is reminiscent of that found in Chapter 5. Forming relationships with those individuals who make up the media is a crucial step in promoting any organization to the public. By having familiarity with local reporters, one has a multitude of promotional opportunities at their fingertips. For the Homecoming project, my group had a very short window of time in which to accomplish our tasks, including getting our press release sent out to the media in time for it to be featured in various publications. Because of my internship from the previous summer, I already  had a pretty solid media list and was acquainted with many of the reporters on it. Therefore, in a time when I needed a press release sent out quickly, those contacts were willing to help out. I'm not saying that if I had not known them on a professional basis that they would not have assisted me, but I definitely believe that those relationships helped push our case. The Seneca Journal's LaDonna Beeker is currently workingn on a piece that focuses on Domestic Violence Awareness Month, so I also plan to follow up with her and send her pictures and any other info from the success of our project to include in her report. I feel confident that these individuals would also help our class out with the remaining group projects of the semester.

Here is a page featured on the College of Architecture, Arts and Humanities news reel. Though not necessarily press-related, the story was still able to reach a large number of students and faculty at Clemson University by being listed on the website.

Another aspect from this chapter that struck home with me was the maintenance of press lists. This was also one of the many tasks I had as an intern over the summer, and I quickly learned how important it is to have an up-to-date list of media contacts. We primarily used an Excel sheet organized alphabetically and pertaining to what type of media (newspapers/newsletters, radio stations, social media, blogs, and so on). Specifically, the reading focuses on blogs, which is unique in that by following one blog,  there are tons of opportunities for reaching out to other individuals (blogrolls that may introduce other bloggers relevant to the organization at hand). We also utilized an online marketing tool called Vertical Response. This software not only allowed us to send eBlasts to mass groups promoting upcoming events or Chamber activities, but it also maintained a very well-organized member list of who was receiving our news.

Finally, I recently read an article on PR Daily titled, "Alternatives to sending a press release." I thought it was very interesting in that the author explores more creative ways to get news to reporters who may not necessarily want-or have time to-read through a million press releases a day. One of these included a pitch email that utilized bullet points to make the information simple, to the point, and easy for the receiver to copy/paste/release to the public. Here is the article.