I recently read a great post on Cause Wired Communications blog on why Seth Godin is wrong about nonprofits and social media, and wanted to add a few of my own thoughts..
First of all, the post is right on that Seth’s post perpetuates misconceptions of our sector and that the metrics of being on the Top 100 Twitterers, getting Digged a lot, and other comparisons to VC tech firms is ridiculous. However, there is an even greater factual inaccuracy in the assertion Seth makes, purely on his observations.
I could get into how funders don’t want to put money into innovation, capacity building, or marketing – that they want every dime going to the services nonprofits provide their clients, and how that is a barrier to trying out new technologies. There are also other potential barriers like confidentiality, limited resources in general, overall lack of technology infrastructure, etc.
BUT there’s no need. The whole premise of Godin’s article is wrong, so that’s where I’ll start.
Godin inaccurately asserts
“The problem facing your group [nonprofits], ironically, is the resistance to the very thing you are setting out to do. Non-profits, in my experience, abhor change. … Where are the big charities, the urgent charities, the famous charities that face such timely needs and are in a hurry to make change? Very few of them have bothered to show up [in social media] in a big way“
However, the Society for New Communications Research recently determined that nonprofits are leading the way in social media! For example, “their latest research shows the Fortune 500 with the least amount of corporate blogs (16%), the Inc. 500 with 39%, colleges and universities blogging at 41%, and charities now reporting 57% with blogs.”
Here are some other great stats highlighted on SNCR’s blog:
• In 2007, 75 percent of the respondents reported using at least one form of social media. One year later, 89 percent of these organizations are using at least one form of social media. Usage increased for every tool studied.
• Social networking and video blogging are now the most common tools used, with 79% of charities using each of them. Use of online video increased by 38 percent; social networking increased by 47 percent in the one-year period studied.
• In addition, the charities reported that they have begun to use Twitter.
• When asked if they felt their blogs were successful, approximately 90% of charities with blogs said yes. This finding is consistent with studies in business and academia that have consistently shown those using social media are satisfied and feel it provides positive results.
• Sixty-six percent of respondents in 2007 and 75% in 2008 report they monitor the Internet for buzz, posts, conversations and news about their institution. This compares with 54 percent of colleges and universities and 60 percent of the Inc. 500.
• More than 80 percent of those studied feel that social media is at least “somewhat important” to their future strategy; 45 percent responded that social media is very important to their fundraising strategy.
Unless his experience has been living under a rock, Seth seems to have missed the fact that nonprofits are the changemakers in our community. Nonprofits find solutions for problems other sectors don’t even see like developing funding solutions, driving innovation, bringing vulnerable people out of institutions and into our community, addressing mental and physical challenges that require more than doling out pills, and, yes, taking advantage of new tools like social media. (pardon the random assortment of innovative changes recent and 40 years ago – there are lots in between but I’m writing this response on my lunch, so you’ll have to add to the list in comments below).
I appreciate a good call to action and do think there is more that non-profit and for-profit sectors can do to take advantage of new tools and embrace innovation. But perhaps before making sweeping generalizations it would be useful to do a little research and look beyond your marketing/VC lens for viewing the world, and seek out some facts.
This critique of nonprofits’ use of the social web are particularly appropriate form someone who himself is antisocial on the web, refusing to tweet or even allow readers to comment on his blog. Seth, why aren’t you among the top 100 Twitterers out there?
What do you think? Is your nonprofit embracing web2.0? What resistance have you found? How have you overcome it?
PS: I do agree that naming yourself based on what you are not is not particularly effective, but the IRS classification (nonprofit) is still more appealing than the connotations conjured by the word charity. Perhaps one day we’ll see a rebranding exercise to go for something like “community benefit organization,” but for now we’re busy meeting the needs of our constituents.. and staying ahead of your for-profit folks on this social media stuff :)
PPS: Seth, I do allow comments here and enjoy observing and engaging in dialogue. I’ll be interested to hear your thoughts.