Power in Numbers
I recently read "The Networked Nonprofit" by Beth Kanter and Allison Fine (overall 8/10). The book discusses how to utilize social media and social networks to drive change.
Here are some of the main points I took from the book, as well as some concrete ideas for how RB can implement these principles:
1. A networked nonprofit is an organization that utilizes social media and other interpersonal connections to grow its base of followers in order to become more open and connected and thereby maximize impact.
An organization is not just restricted to its employees. Online followers, commenters, and casual "likers" are an important part of an organization's network because it is through these people that the organization gets access to many more networks.
2. Work with free agents. Don't ignore the newcomer. Keep the welcome sign lit. Let them go and participate how they want.
A free agent is someone with no particular affiliation that is able to help you out. When someone approaches your organization and offers help, don't ignore them. This is a valuable opportunity to expand your social network and reach a segment of the population that you previously have not. Instead of trying to get them to operate within the guidelines of your organization, allow them to spread your message how they want (within reason). You never know who they may reach.
Concrete step: when people ask to help out RB, we should ask what ideas they have/get their opinion/utilize their existing network instead of treating them as simply an extra pair of hands to work on our tasks. Don't let people who show interest go unnoticed.
3. Networks have nodes connected by ties and hubs, which are big nodes (connected people). Things go viral when they are shared by a hub.
Concrete step: get a prominent global health blogger or website to feature our work.
4. Power law of distribution: most traffic goes to a small group of tweeters or bloggers
Concrete step: Find the power hubs (bloggers/websites) in global health/Latin America and get them to feature us.
5. Clusters are groups that are interconnected, but not to outsiders. Non-profits tend to form silos. Get to know your audience, break out of silos, be an open space for people to explore and learn about issues.
Concrete step: We currently have a very small social network. We should expand to high schools, colleges, other global health groups, other non-profits and engage in online collaboration and conversation.
6. Social media builds social capital which is made from trust and reciprocity. Generate reciprocity by sending thank you's to every donor
Social capital = trust + reciprocity. Trust comes from transparency and information and performing well. Reciprocity comes from acknowledgment and a two-way interaction. Donors are inclined to donate more if they are thanked for their contribution. Call them, send them a sincere thank you email or a handwritten note.
Concrete step: Draft a well-written, pretty thank you note, and take the time to write comprehensive updates and even handwritten letters to major donors.
7. Social media is a platform for two way communication and conversation, not one way where the organization just puts out content. Generate collaboration with your community.
Concrete step: Host a case study contest for high schoolers to submit their ideas on how we should design our projects. The winner gets to meet with us and pitch their idea/help implement. This would be a great way to get the word out about our projects and generate interaction to increase our network.
Concrete step: we should research other global health orgs who have a significant social media presence and replicate their practices
Concrete step: since our constituents don't have social media, we need to figure out who we're actually trying to reach with our social media. Students, donors, advocates...
8. Share information about other groups, not just info pertaining to your own content.
This could be a good strategy for mutual collaboration with other groups that are also looking for publicity.