Digital strategy enables those who do good to do well. By maintaining and nurturing a digital presence, one can increase awareness, image and urgency. Whether an organization is large or small, fully budgeted or on a shoestring, the basic tools are available with equal access. Charities can take advantage of online tools to serve their goals.
Messaging is critical. Be it a tag sale or a global effort, online immediacy and enduring web messages are important. Immediacy is achieved via timely website updates or blog posts and use of social media. Twitter, as an immediate notification tool, catalyzes action and awareness. Facebook allows for longer messages with lasting power. Instagram and Pinterest add visual punch to messages. In various ways they all contribute to “findability” (a.k.a. search results), as messages on the web have lasting power.
Former Huffington Post Director of Community Tim McDonald chose to become the “Purveyor of Purpose” at Be The Change Revolutions, where he concentrates on No Kid Hungry and other causes. Using digital strategy, McDonald said, “We put ourselves out there to let the world hear our heartbeat. The hashtag #NoKidHungry on tweets is useful for anyone to spread the message.” No Kid Hungry employs a proactive digital initiative. “Awareness campaigns using digital tools are a critical component. We don’t just advertise and ask for donations. We let people tell their stories, be engaging.” The response to the online initiatives, including blogging and email, make up a large percentage of its grassroots interaction.
Digital strategy in the social sector is taught at Columbia University. The Wired Nonprofit: Social Media Strategy and Practice is taught by Howard Greenstein, Marcia Stepanek and Tom Watson. Greenstein, who worked at the Twin Towers Fund, managing the distribution of $168 million in funds to families who lost a parent on 9/11, stressed that students in the course must work with a nonprofit for a semester. ”They organize its mission and goals, so the overall strategy will integrate with the social and visual effort.” He added that they must show, rather than just tell, their stories. With video, Instagram, and Pinterest, plus an understanding of how to tie back the metrics from those sites to the goal of fundraising, students are taught how to attribute digital marketing efforts into action. Howard added, “Analytics are a strong tool.”
Digital Strategy + Good Works
by Dean Landsman