An effective Networked Nonprofit requires Multiple Channels

Overall, the Networked Nonprofit reminded me of a panel discussion done this past September called the “United Nation Week Digital Media Lounge”. Here is a link to one of the three parts of the discussion if anyone is interested : http://www.youtube.com/watch?v=H0IwKItuFCc


In summary, the discussion analyzes the success of Summit on the Summit (SOTS), a cause based campaign supported by educators, activists, and celebrities to climb Mt. Kilimanjaro to raise awareness of the clean water crisis in Africa.


Among the panel was the founder Azita Ardakaniof ‘Love Social Communications’, a consulting firm that specializes in social media for causes. Summit On the Summit (SOTS) was a client of Love Social. Throughout the lecture, Ardakaniof mentioned the same key points about networked nonprofits as the book; simplicity, transparency and building relationships. What specifically stood out is the emphasis on using multiple channels to build relationships. Kanter and Fine both acknowledge this fact in chapter 10 by stating that “social media are part of a multichannel strategy” (pg140). In fact at least two of the nonprofits the authors analyzed (Charity: Water and Humane Society) and Love Social’s client Summit for the Summit are noted for using top-notch marketing and advertising campaigns to promote social media for the nonprofit organizations. For example, Summit for the Summit ran HP commercials that spoke of their cause and how they could be followed and contribute due to the general public’s help through twitter. Here is the 30 second commercial that played every day last year on television: http://www.youtube.com/watch?v=es5KuSdyiQE&feature=related


The use of such traditional media brought awareness to the cause and interest to seek out the cause through Twitter and other social networking sites. According to Love Social, Summit On the Summit was once the number #1 Cause on Facebook Causes.com during the week the event took place http://lovesocial.org/clients-summit-on-the-summit.php. The success of this networked nonprofit along with (Charity: Water, Humane Society) has suggested to me that social media does in fact bolster the existence of a nonprofit organization. However, that there are other factors that come into play in making a networked nonprofit effective. Despite the fact that social networks exists and has made a social impact in communications, traditional forms of communication and media sources are still needed. While Kanter and Fine acknowledge social media is one of many sources, I think it is important to emphasize nonprofits cannot depend entirely on social media to secure and maintain a ‘friendship’.

Throughout the book, the authors referred to funders as friends. Even Millennials know that a true friendship is not based solely on Facebook or Twitter. Relationships that are based solely on that are people you call ‘associates’. Would you ask an associate for financial help over a friend? I doubt it! Therefore, to build a true relationship among these ‘friends’ who seek to become funders, it is important to communicate with them in multiple-channels. I have never heard of a long-term associate but I have heard of a long-term friend. These friends are true gems and their relationships should be treated with the up-most respect. This means communicating with friends using multiple channels. It is simply (pun intended) balancing off the channels of communications. It is easy said than done but that is where creativity and innovation comes into play. Any relationship requires these basic factors for the relationship to be a success.