If you’ve ever looked at your social media efforts and wondered “to what end?” then yes, your NPO can and should use the approach in this book.
Big or small: the nonprofit sector runs the gamut from tiny local volunteer-run groups to large well-resourced health charities and in-between. Happily, the authors are keenly aware of this and use case studies to clearly explain how their approach is effective for big and small NPOs alike. Any group can test this with a low risk pilot project on just one platform. The seven steps can be applied at any scale and need not suck up vast amounts of time or money.
Social media newbies or experienced networkers: there’s also a recognition in the book that not all of us are social media whiz kids yet. The book defines the stages of sophistication with social media practice in a developmental model called “crawl-walk-run-fly”. If you’re wondering which your NPO is: read the details here on Beth Kanter’s blog.
So, I would say there are clearly some types of NPOs that will be particularly well suited for the approach in the book. These include groups that are using a web-based approach to advocacy or outreach. These organizations already have a call to action that runs through social media and can be easily measured. For example, DoSomething.org uses online posts by their young supporters to report on things they have done to improve the world: in other words they’ve DoneSomething that can be measured with analytics.
The method is also valid for any group trying to increase their reach via Social. For example Katie’s Kat Shelter, the book’s fictitious local NPO that seeks to find a forever home for all of its cats, can measure whether their social media audience can be driven to adopt more cats.
If your NPO is a social service agency that supports a closed group of clients this method might have more limited application. If your clients are mainly online -and that can be a big ‘if’ with certain populations -there’s the potential for some powerful customer satisfaction data. With a networked staff/volunteer base. the method could be used for training and engagement. I have to say I’m intrigued by the potential of using open badge systems in this respect.
And guess what? The approach in the book even has something to offer business innovators. There’s a direct translation for any business that’s using cause marketing to sell their product. Did our social media story create more online sales of our tickets or product?