An American Opinion

How Urgently Do You Need A Web 2.0 Strategy?

Over the past few days, some participants in various online discussions I’m engaged in have expressed the opinion that while there may be some value in nonprofits engaging in social media / Web 2.0 tools, the need to shift emphasis to a web approach is not all that urgent.

I found it quite timely that through a Linkedin group I’m involved with an article appeared, courtesy of ThirdSector, regarding a soon to be released survey from Charities Aid Foundation.  The survey report “How to Connect With Donors: Essential Messages for Charities” is due to be released in full in February.  The survey involved 203 people surveyed between March and June 2009 and the initial findings are revealing.

The lead-in for the pre-release article states, “People want charities to communicate more through email and social networking sites”.  The article elaborates on this, stating, “Sixty-nine per cent of respondents said they thought charities should make more use of social networking sites, but only 12 percent said they wanted them to do more telephone fundraising and 13 per cent said they should send more direct mail”…

For me the message is clear.  While many nonprofits have been debating the web’s potential and asking whether it and social media can be an important part of their organization’s outreach, society has embraced the web wholeheartedly.  It is likely that if the same survey were conducted today, (6 months later) the number of respondents indicating a preference for web-based communication would be even higher.

On a secondary level, the traditional fundraising approaches of telephone and direct mail solicitation did not have a favorable response.  I don’t find this surprising for two reasons.

1)   There is a growing segment of the population who no longer sees the need for a home telephone.  These individuals opt for a cell phone only lifestyle and don’t want their mobile phone number on anyone’s solicitation list.  In fact there are already U.S. Laws in place limiting unsolicited calls on mobile phones.

2)   The movement to preserve natural resources is growing around the world.  Unsolicited direct mail is often seen as a waste of these resources while electrons are perceived as comparatively waste free.  In the face of the green movement, “snail mail” isn’t green.

So how urgently does your organization need to embrace web 2.0?  Here’s my answer.

If your organization doesn’t intelligently implement some version of Web 2.0 strategy in 2010, you will assume a subordinate position in the realm of public opinion to those organizations that do.  Those organizations that move forward promptly and reach out through the use of web tools will be rewarded with higher levels of recognition and correspondingly higher levels of support.  You may be able to recover with prompt action, but valuable time and opportunity will be lost.  Time wasted can translate into income lost from missed donations and if you’ve monetized your e-newsletter, lost earnings.

If your organization does not embrace Web 2.0 by the end of 2011, your organization will probably be in trouble.  You will be competing for support with organizations that have a two year head start establishing themselves as the legitimate and current voice for their cause in the Developed World.  As such they will attract the lion’s share of support and recognition, leaving you in a subordinate position and facing some harsh realities.  Two years doesn’t sound like long, but we are speaking of Internet Years.  To give you some grasp of how quickly social media has taken hold and changed the rules of the game I recommend this video, featured as a courtesy on our website.

It sounds harsh and I’m sure proponents of “traditional methods” like telephone and direct mail solicitors will argue that their methods still work.  The question however is not whether they will work or how long they will work; methods and tools have always changed and will continue to do so.  The real question is whether your organization will be able to survive the societal changes going on around you and what do you need to do to insure that survival.

©W. R. Cordle