NETWORKING USE FOR NON-PROFIT ORGANISATIONS

A media report transcript retrieved from ABC Rational Radio with the title ‘Networking for good’, interview between Antony Funnell and Bill Strathmann to discuss about how the non-profit organization use the technology and social media technique in order to expand their donor-base and engage their supporter. Here is the summary, In 2008, "connecting up" conference has bring all non-profit organizations together in developing their technology capacity. Bill Strathmann, the CEO of 'Network for Good' believed that the use of new IT Technology and other Social Media tools will be more effective than the traditional non-profit organizations that are under-resourced. It served as low cost platform, it do help a lot in 'online fundraising'. Another good point of using web 2.0 technologies is the word "engagement" can be done easily with the audience that at the end will become non-profit supporter. The supporters will not just only donating their money, yet they will be supportive enough to lend their voice and passion to reach out their family and friends. Which at the end the supporter will be a powerful, authentic messenger for the organization. (ABC.net, 2008).

The relation between supporter and their supportive passion can be linked to "Participatory Culture" (Jenkins, 2005), stated that participatory culture is by when a member are free to contribute by which their contribution will be appropriately valued. It considers of sharing one's creation with others, contribution is a matter, some degree of social connection are shaped between the members.

source : www1.networkforgood.org

 

Above is the screenshot of Networkforgood website. Well-established with it simple and straightforward content, the website allow public to sign up as member. Effectiveness is created by provide them article regarding on ‘What is happening currently around the world’ such as; Wildlife welfare, disaster. Which different donating techniques are provided such as; Gift card for charity, Monthly giving, and charity Badge, a special online badge that customized for the supporter.

"IT IS ABOUT CONVERSATION, ASKING QUESTIONS AND LISTENING"

 Social media tools like Facebook, Twitter, blog are being effectively used in order to spread the workload in non-profit organization. Looking at Malaysia itself, non-profit organization like SPCA (Society for the Prevention of Cruelty to Animal) has showed it successful term in using IT technology. Effectiveness has showed from the feedback and action from the society to start adopting and Stop the cruelty towards the animal.

Source : http://www.spca.org.my/ 

 

SPCA websites are established in a good manner by providing useful links and information. 50% of the websites filled by the pictures of the homeless animal, volunteer service activist, which is believe to bring sympathy impact to the audience. Effectiveness of the websites also shows by providing Supporter with different methods in term of volunteering and donation e.g.; SPCA wishlist, Charity shop. Updating on the on-going campaign and can be gained from the website itself or the links SPCA Facebook and YouTube.

Win-Win situation has been obtained between both SPCA and Malaysian society. It shows from the archive of media coverage on SPCA activities, over 8,000 subscribers on SPCA Facebook, the increasing of volunteer service and the pet adoption amount. I believe that the existence of web 2.0 technology will able to help the development of non-profit organizations. Consider the technology as the "middle man” tool that confront 'giver' to the one that ‘needed’ from around the world.

References

ABC.net, 2008, Networking for Good, retrieved 4 June 2010, from http://www.abc.net.au/rn/mediareport/stories/2008/2269688.htm

investor.com, Non-profit Organisation Definition, retrieved 14 June 2010, from http://www.investorwords.com/3331/non_profit_organization.html

Cravens, J, 2010, Non-profit Organisations and Online Social Networking; Advice and commentary, retrieved 14 June 2010, from http://www.coyotecommunications.com/outreach/osn.html

Jenkins, H, et al, 2005, Confronting the Challenges of Participatory Culture: Media Education for the 21st Century, retrieved 14 June 2010, from http://www.newmedialiteracies.org/files/working/NMLWhitePaper.pdf

SPCA.org.my, 2010, Society for the Prevention of Cruelty to Animals, retrieved 14 June 2010, from http://www.spca.org.my/v51/