Engaging in Web 2.0 for small nonprofits

The Obama campaign, as well as many of the national nonprofits, has demonstrated the potential power of online communication.  But, how do small nonprofits with limited resources use the Internet effectively?  That is what Tina asked earlier in the week: "I am just curious how small, poorly financed, and poorly known non-profits can make use of the Web? Should they jump in slowly, maybe start with the web page, then add Web 2.0 programs once they are requested by supporters, or should they go all out and get their webpage known through Web 2.0 applications?"

Small nonprofits face two barriers to the online world – resources, as Tina noted, and intimidation of technology.  It's true that online technology tools can  pose a great expense for a small nonprofit.  However, with careful budgeting and an examination of priorities, most nonprofits can identify an affordable tool.    Too often, we spend money on things that don't work – at the expense of things that do. 

I see a lot of groups spend a significant amount of money on direct mail, with little response, but claim that they don't have any money to spend on a website.  I would recommend that such groups reevaluate their communication budget.  Organizations must have a balanced approach that blends traditional and new age communication vehicles.  Usually, once an organization starts investing in online communication, it will realize that a funding a basic online presence is within its means. As more and more nonprofits have moved into the online arena it has gotten significantly cheaper to have a robust online presence.  In fact, there are many online tools now available for free. 

The second barrier many face is the intimidation of online technology.  Many people are still unwilling to use online technology because it is still so new.  This is probably the most difficult barrier because it often comes from senior leadership in an organization.  The best way to address this challenge is to start small and build from there.

Every organization should have a website and build an e-mail list.  It is important for an organization to first master these two tools before experimenting with others.  Also, by building success with these tools it will help you make the case (whether financial limitations or web sophistication is a roadblock) to use Web 2.0 tools.

If you are looking for some suggestions on how to build a stronger online presence I suggest that you take a look at a presentation that I did last November titled "5 Ways Every Nonprofit Should Use the Internet."  There is a video and slideshow of the presentation here -  http://tippingpoint.typepad.com/grassroots_20/2007/11/index.html 

Comments

[Frank Pot]

This is a good article. I've been looking for some insights on "Building Web 2.0 websites for non-profits" and we don't really have many guides out there.
I found a book on amazon.com on how to build a web 2.0 business websites with Joomla but nothing for non-profits. I probably will give it a try but your article is very helpful.

Thank you!

[Tina]

Thanks for the response. This will be very helpful for my new job!