8 Reasons Why Social Media is Crucial for Nonprofit Organizations to Engage Their Supporters, Donors and the World at Large – Part 3 of 3

An individual can only do so much. But as a group, you have unlimited potential.

Written by Tim Takechi

Thank you for keeping up with our blog series explaining why nonprofits cannot ignore the power of social media.

Understandably, most NGOs operate with limited manpower and finances. Communication budgets are mostly nonexistent. This is why reasons #1-7 should persuade anyone to hop aboard.

Here is a summary of what we’ve explored so far:

1. Everyone uses social media

2. Social media is free

3. People do their research on social media

4. Social media shows up on Google and other search engines

5. Print communication is starting to become outdated

6. Social media allows you to build a relationship with your audience

7. You can fundraise through social media

As mentioned earlier, reason #8 is more specific to Global Visionaries, as we are a student leadership organization who believes youth can be genuine changemakers. The numbers tell the story: 78 percent of youth ages 12 to 17 and 77 percent of young adults ages 18 to 24 use social media. How can anyone ignore this?

If we honestly believe the youth of today can be the leaders of today (and tomorrow), then we should also believe this:

8. Young leaders determined to change the world can use social media to make a positive social impact

We already discussed the Egyptian youth protests and how they used Facebook and Twitter to spark this movement. Nothing more needs to be said about that. In a society where genuine free speech is repressed, social media is the only alternative.

But what about here in the United States of America, where free speech rights are more protected? Social media can serve another purpose.

We use social media for social networking. Though these terms are often used interchangeably, they are not the same. In short, here is the difference between the two:

Social media is a set of online tools used to communicate information back and forth to a broad audience.

Social networking is the act of using social media to build relationships, establish two-way communication and form communities.

It is the networking aspect to all this that is most intriguing.

People learn from who they network with. Take another look at reason #3: People do their research on social media. When folks research and decide to network with your organization, they can learn things they did not know before.

A quote by Bill Drayton, the CEO and founder of Ashoka, summarizes this best:

“The most important contribution any of us can make now is not to solve any particular problem, no matter how urgent energy or environment or financial regulation is. What we must do now is increase the proportion of humans who know that they can cause change.”

Ashoka, a youth social entrepreneurship organization, believes spreading the knowledge of how to change the world is a critical component to actually changing the world. Problems cannot be solved by one individual alone, regardless of social or political power. Even the President of the United States or the richest CEO in the world are limited in what they can do.

Real change comes from the masses.

Drayton is absolutely right that when people know they have the power to make change, they are more likely to take the initiative. People who perceive they are powerless will end up being powerless (we call that a “Self-Fulfilling Prophecy”).

But those feeling empowered to take charge can exceed all expectations.

Social media is a grand tool for empowering the next generation. Egyptian youth did not need bombs or AK-47s to stand up to the government. They used their collective will to persuade Hosni Mubarak to resign. Social media probably helped Barack Obama get elected president, as social media helped spread his message to a vast audience.

In the spirit of making believers out of doubters, social media can do just that. The trendy thing today is to be on Facebook, follow famous people on Twitter, post and share videos on YouTube and express yourself on a personal blog. If this is how young people are networking together, this is how you can get them fired up.

Social justice, environmentalism and equality are all noble causes. But there is definitely the perception that youth are indifferent to issues outside their own world. Consider the following stereotypes:

Young people care more about the judges on American Idol than the judges on the U.S. Supreme Court. They probably couldn’t locate Iraq on a map. Are they aware of China’s global power, or do they still live in the fantasy that American dominance will last forever?

This stigma causes doubt. So how can social media convert haters into cheerleaders?

Today’s generation of leaders need to embrace social networking as a means to call their communities to action. If you want your neighbors to shop for organic vegetables instead of mass produced vegetables, spread the message on Twitter. If you want a group of folks to write letters to their legislatures supporting a certain bill, create a Facebook invitation.

Who needs expensive film equipment when we have camera phones?

Duplicating a mass movement like what happened in Egypt is a great first step. I’m sure many doubters witnessed what happened over there as at least marginal proof that Facebook has other value besides wasting time.

But only if that spirit can be replicated here in the United States will doubters convert into believers. The beauty of social media is that messages can spread like wildfire. If you ask your friends to boycott a certain unethical corporation, they will tell their friends, those friends will tell their friends, and before you know it, folks across the country will heed your advice. How sweet that would be?

However, like every good-hearted effort, there will be challenges (and inevitable failure). But that should not stop you from trying. Remember what Bill Drayton says: If people know they can create change, they will. In other words, if you build it, [they] will come.

If you are a young person (or older person) dedicated to a particular cause, what are you waiting for? Don’t sit around and mope about how nobody cares. MAKE PEOPLE CARE!

Whatever you are passionate about; make people aware so that they can care. If you want your community to stop wasting water; blog about it, start a Facebook Cause, Tweet incessantly, share inspirational YouTube videos, or post important articles on Digg.

If you communicate a message often enough, eventually people will listen. And the dominoes will fall from there.

So what if you fail? At least you tried. Persistence can be a virtue.

Whew. That sure is a lot to take in. But I hope you understand what I’m trying to say. If you are a social entrepreneur determined to change the world, you have the unprecedented ability to communicate on a global scale. Don’t wait for others to take charge. Do it yourself!

Did you hear me? Do it yourself! Don’t wait for me to begin. Do it. Now!

Tweet. Blog. Film a video on your cell phone. Facebook all your friends. Do something.

What’s the worst that can happen?

8 Reasons Why Social Media is Crucial for Nonprofit Organizations to Engage Their Supporters, Donors and the World at Large – Part 2 of 3

We all use it. Why shouldn't your nonprofit?

Written by Tim Takechi

Last time we looked at four reasons why nonprofit organizations need to take advantage of social media.

With millions of people worldwide using social media to network with friends, colleagues and allies, we cannot ignore its potential. If you are still a skeptic, I encourage you to read on.

To recap what we discussed last time, here’s a summary:

1. Everyone uses social media

2. Social media is free

3. People do their research on social media

4. Social media shows up on Google and other search engines

So without further ado, here are reasons 5-7. Reason #8 is more Global Visionaries-centric and will be addressed in Part Three of this series.

5. Print communication is starting to become outdated

Folks in the publication business cringe whenever this subject comes up. But sadly, there is no ignoring that print media is becoming a thing of the past.

Newspapers around the country are shutting down, downsizing or converting to online content only. More people are getting their news online than ever before.

Unfortunately, this means the old methods of publicity are no longer our most effective options. Printing and distributing hundreds of posters cost money, manpower and time. Submitting a letter to the editor is a gamble. See the limitations?

Additionally, begging for media coverage isn’t as effective as it used to be.

Once upon a time ago, you had to spend thousands of dollars in newspaper, magazine, television and radio ads to get your name out. Today, social media offers a cheaper (remember, it’s free) and more efficient mode of communication. Setting up a Facebook page takes a few hours and costs nothing. Reserving a 30-second spot on the radio is time-consuming, expensive and may not reap any rewards.

Social media is great because you control the message. You can’t control what a journalist says about you. But on a blog, you have exclusive and final editorial say on all content. How cool is that?

6. Social media allows you to build a relationship with your audience

Social media is exactly that: Social. If you allow comments on your Facebook page or blog, readers feel like they have a voice within your organization. They become part of a larger community.

You may have heard the analogy that the online world is like the real world. Similar to the real world, the online world has cultures, subcultures, communities, public forums and all sorts of points-of-views.

Too often organizations feel distant. You give your money and your time to a nonprofit, but do they give anything back? Sure, you might get a thank-you phone call or a Christmas card, but does any genuine communication happen?

Social media allows for this communication. Communication is a two-way road with plenty of give and take from both sides.

Posting a message on Facebook is more fun than sending an e-mail to a faceless individual. Comments made on social media sites can be publicly viewed. By sharing your insights on a public forum, you develop a larger conversation. This in turns creates a sense of togetherness.

And “togetherness” is what fosters community. An online community is very different from a physical community. People from all across the globe can participate in a discussion thread borne out of a thought-provoking blog post. You can’t see that in the physical world unless you have a large group of diverse people together in one room.

Once you’ve developed an online relationship with your constituents, this can lead to reason #7:

7. You can fundraise through social media

Believe it or not, but many nonprofits have raised money through social media. Really? Here’s an example:

The Case Foundation, a philanthropic and civic engagement organization in Washington D.C., used social media to their advantage for their 2009 America’s Giving Challenge. They raised more than $2.1 million from 105,000 donors using social media tools like Facebook and YouTube.

To top it all off, The Case Foundation raised all this money in only 30 days!

On a smaller scale, if you’ve built a significant following on social media, you now have a direct avenue to ask for money. If you need to raise $2,000 quickly, you have two options: Call up 100 people and ask them to donate $20 over the phone, or advertise this fundraising appeal over social media and give them a link to your PayPal account.

Of course, traditional phone appeals might work best, but using social media is easy. Phone calls take time. Posting a tweet asking for $20 takes no time at all. You might not get as much money through Twitter, but every bit helps. Fundraising over social media is a low risk/high reward project.

For tips on how to raise money over social media, look into Facebook Causes or consult the Goddess that is Beth Kanter.

Blogging platforms like WordPress makes you your own publisher.

Reason #8 is more GV-specific. As a youth leadership organization, Global Visionaries cannot ignore a major medium today’s youth uses to communicate.

Check back next week to learn why we should use social media in empowering youth to fight for social and environmental justice.

Egyptian Protests Fueled by Youth Movement, Social Media, a Thirst for Justice, and the Will to Do It

The April 6 Youth Movement logo, courtesy of the organization's Facebook group.

Written by Tim Takechi

Egypt is a nation known for its rich ancient history, breathtaking pyramids, and being the cradle of human civilization.

But as recent anti-government protests have demonstrated, Egyptians are not afraid to employ cutting edge technology to earn the freedoms they desire.

The 2011 anti-government street protests in Egypt stem from almost three decades of near-totalitarian rule of President Hosni Mubarak. Demanding free elections and true democratic liberties, protesters have bravely taken to the streets to express their yearning for political change.

So far hundreds of protesters have been imprisoned. Many have been physically beaten by law enforcement. But despite the violence we have witnessed on TV, this movement is all the more inspiring because of the youth aspect behind it.

Student protesters have played a significant role in spreading pro-democracy ideas by handing out leaflets and communicating through social media channels like Facebook and Twitter. Wait, Facebook and Twitter, you say?

Americans use these sites for fun. Egyptians are using them for social revolution.

Groovy.

Al Jazeera reports that Egyptian authorities have shut down Internet access and mobile communication services to quell the spread of anti-Mubarak sentiment. This is without a doubt an indication that even powerful governments are aware of the importance of social media and youth activism in the 21st century.

A prominent youth movement called the “April 6 Youth Movement” formed in 2008 to support labor strikers in El-Mahalla El-Kubra, an industrial town in northern Egypt. Young people in their early 20s started the “April 6 Youth Movement” to demand a right to free speech and transparency from government authorities.

Leaders of the movement used Facebook to organize protest events. Employing peaceful non-violent protest techniques, police crackdown of members of this group is proof that this movement was genuinely upsetting the status quo.

But why? What power does Facebook or Twitter really have? Obviously, enough to prompt Egyptian security forces to jail activists and journalists affiliated with the “April 6 Youth Movement.”

And you thought Facebook was for wasting time!

Young people in America should take notice of what is happening right now in Egypt because it serves as a bright example that youth can make a positive impact in their communities when they have the will to do it.

You don’t need loads of money or complex communication systems to organize a peaceful demonstration. All you need is an Internet connection, a Facebook account, and the strength to go through with it.

This strength includes the unmoving will to express your ideas freely without personal censorship, the burning desire for your ideas to be implemented, and the intelligence to know how to rally a group of people behind ideals rather than raw emotion.

Raw emotion can create short-term change, but rarely long-term positive change.

Social media is, inherently, a very democratic system. There is no censorship (except by cutting off Internet access) or mediums to communicate through. You decide the message. The only thing the outside world can do it consume it and come up with their own conclusions.

What is happening in Egypt demonstrates the power of social media and how underrated it is to the general American public. Obviously, what is happening over there isn’t perfect, but it showcases the possibilities of what can be.

Replicating this sort of success is not easy. Social reform is never easy. But it is easier to jump into the fire together with your friends than alone with only yourself as company.

Young people in Egypt are not letting fear stand in the way of fighting for a more open and just society. Why should any of us?

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