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Mobilizing Communities in a Connected Age Funders Edition
The document outlines a project aimed at enhancing nonprofits' use of technology for social impact, based on research of 16 advocacy organizations. Key findings emphasize the importance of leadership in leveraging tech and recommend that funders support long-term tech investments and leadership development. Case studies illustrate successful tech integration in campaigns, highlighting the need for strategic planning and analytics in nonprofit operations.
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Mobilizing Communities in a Connected Age Funders Edition
- 1. Mobilizing Communities ina Connected Age:Using New Tech Tools & Strategies for Impact Dial in to 866-740-1260, Access code: 7730388 Thursday, July 21, 2011
- 2. Motivation for thisProjectHow can nonprofits improve their use of new technology tools and strategies for social impact?
- 3. Research Questions andMethodologyResearch Questions:What are key characteristics, practices of successful orgs?What can funders do to better support nonprofits’ efforts?Methodology:16 nonprofit advocacy organizations – California, nationalGrantees of Mitchell Kapor Foundation & ZeroDivide2 non-grantees for benchmarksColor of Change & CREDO ActionIntensive interviews, reviewed websites, collateral materialFull report at http://zerodivide.org/tech_advocacy
- 4. Rubric for EvaluationColorof ChangeCREDO ActionElla Baker CenterGreen for AllNetroots NationVoto LatinoLeadingAspiringEmerging
- 5. I. What makesa Tech “Leading” organization?Strategic use of technology across operational functionsDatabases talk to one anotherTech integrated into business strategyOrganization embraces tech as a lever to improve org processes
- 6. I. What makesa Tech “Leading” organization?Strategic use of tech to engage different stakeholder groups, for development work, communications, and programFosters a dialogue with different audiencesSegments constituentsConsistently uses analytics (A/B Testing)At least one high-level Marketing/Communications expert on staff
- 7. II. Success -It’s all about leadershipSingle largest determinant = Leadership, not size or budget!Nonprofit LeadershipInterest in technologyUnderstand tech as an “enabler”Hire tech-savvy staff members
- 8.
- 9. How funders areinvesting in grantees’ tech useTechnical assistance, trainings - one-offs, boot camp, weeklyOperational functionality - website, CRM integration Program-related - funding social media componentCohort - tech capacity building, leadership dev, social mediaStaffing up - hiring online engagement director, etc.Innovation challenges - health monitoring app, asset buildingGen Ops
- 10. III. Recommendations toFunders Fund tech forlong-termPair fundingwith consultingFoster leadershipdevelopmentBuild a communityof practiceProvide thoughtleadershipFund tech for movementbuildingEnable automatedperformanceevaluationFund integratedCRM systems
- 11. Special GuestsGabriel Rey-Goodlatte& Raven Brooks
- 12.
- 13. About Netroots NationWhatis Netroots Nation? How is it different than many nonprofit organizations?
- 14. Case Study: NewMedia at Netroots NationQuick usage examples with primary goal:Mobile app - engage attendeesVideo - engage non-attendees & potential supportersTwitter - rapid response & assessment
- 15. Learnings and recommendationsSettinga strategy and goals is far more important than the tools and tactics Measurement and analyticsThe crucial role of leadership
- 16.
- 17. Case Study: Breitbart/ Huffington Post CampaignPushed Huffington Post not to feature Breitbart’s columnTraditional email petition campaign PLUS use of Twitter - took it to scale, beyond existing membership and signers
- 18. Maximizing advantages ofchosen tool’s functionalityUse of Twitter served several strategic purposes:Pass along – spread word, encouraged friends to sign
- 19. Direct pressure onHuffington Post, in real time, didn’t need to wait to deliver petitions
- 20. Ability to quicklyrefine message - achieved swift victory and changed suggested tweet to stop directing pressure at HuffPo, spread news of victory:Victory! After 43k @ColorOfChange members speak out, @HuffingtonPost agrees not to run front-page @AndrewBreitbart http://wapo.st/gRGF9Q
- 21. Learnings: How weintegrate social mediaSocial media built into planning, execution of each campaignEach program staffer, not communications person, takes the lead on drafting social media content (across usual silos)Focus on unique properties and opps of social media tools vs. replicating old models using new tools
- 22. Key take-awaysSuccess isdue to leadership fostering tech-fluent culture Tech integration across org: from ops to comms to programSystems to support day-to-day and seize opportunities: importance of planning and workflows Experimentation, analysis, re-implementDrive decisions based on org goals and strategies, not tools
- 23. Conversation plus Questionsand AnswersUnmute yourself via *7 and join the conversation!Questions about the research and presentations?
- 24. Do the findingssync with your experience?
- 25. How are youinvesting in grantees’ tech use for impact?Thank you + Resources and Next StepsRaven Brooks - @ravenb on Twitterhttp://netrootsnation.orgGabriel Rey-Goodlatte – [email protected]://colorofchange.orgZeroDivide – [email protected], @FundingMediahttp://zerodivide.org/resources_1The Mitchell Kapor Foundationhttp://mkf.org
- 26. Mobilizing Communities ina Connected Age:Using New Tech Tools & Strategies for Impact Thursday, July 21, 2011
Editor's Notes
- #5 Other LOCAL orgs “admired for their use of technology”:People’s Grocery, West Oakland SCOPE, Los Angeles
- #6 3 Main findings - 1st is that orgs that are leading and having strongest impact do in fact embody these characteristics Affirms the rubric, real world confirmation
- #7 3 Main findings - 1st is that orgs that are leading and having strongest impact do in fact embody these characteristics Affirms the rubric, real world confirmation
- #8 #2 _ Orgs that are having most impact consistently feature leaders who posses these3 traits:- Have an interest in technology, whether for personal, professional & comfortable in learning about and using it- Understand that technology is a set of tools to be strategically deployed to advance their mission.- Hire tech-savvy staff members who also share these characteristics.
- #11 Nonprofits recommendations of what would be most useful from funders interested in advancing npo’s use of tech for impactQuestions?How do these recommendations square with your sense of what’s needed to move the needle?Going to talk in small groups about what the challenges are - for npo’s and funders alike – as well as some solutionsBut first, want to hear from two leading nonprofits to get their response and hear what’s worked for them, to inform that discussion
- #12 Read Bios from JohnWhat are the top 2 examples of your org has used technology to generate impact? - What are key org characteristics and competencies needed to pull these off? 2) What 2 recommendations would you make to funders looking to support their grantees in being more tech-savvy and impactful using tech for their mission? Q&A!!On to small group discussion:
- #18 ADD: “Additional Insights or Questions””We’re going to all be putting our heads together on the three questions here [read them]To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutesOK, moment you’ve been waiting for…group assignments:Sticker on top left corner of “Questions” sheet in your packetGood Job, Awesome, Fabulous, ____________Report out –notetakers slot under each section in PiratePadAfter “what’s needed”Summarizing – NEXT STEPS - what we're committing to:building community of practice-- notes, resources - next week- next convening - - conf sessions - gcyf, community fdns- briefings - individual fdns, RAGs WebinarsTo inform next steps – all this discussion helpful…two last polling questions to refine furtherTessie wrap up, keep us moving forward
- #19 ADD: “Additional Insights or Questions””We’re going to all be putting our heads together on the three questions here [read them]To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutesOK, moment you’ve been waiting for…group assignments:Sticker on top left corner of “Questions” sheet in your packetGood Job, Awesome, Fabulous, ____________Report out –notetakers slot under each section in PiratePadAfter “what’s needed”Summarizing – NEXT STEPS - what we're committing to:building community of practice-- notes, resources - next week- next convening - - conf sessions - gcyf, community fdns- briefings - individual fdns, RAGs WebinarsTo inform next steps – all this discussion helpful…two last polling questions to refine furtherTessie wrap up, keep us moving forward
- #22 ADD: “Additional Insights or Questions””We’re going to all be putting our heads together on the three questions here [read them]To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutesOK, moment you’ve been waiting for…group assignments:Sticker on top left corner of “Questions” sheet in your packetGood Job, Awesome, Fabulous, ____________Report out –notetakers slot under each section in PiratePadAfter “what’s needed”Summarizing – NEXT STEPS - what we're committing to:building community of practice-- notes, resources - next week- next convening - - conf sessions - gcyf, community fdns- briefings - individual fdns, RAGs WebinarsTo inform next steps – all this discussion helpful…two last polling questions to refine furtherTessie wrap up, keep us moving forward
- #23 ADD: “Additional Insights or Questions””We’re going to all be putting our heads together on the three questions here [read them]To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutesOK, moment you’ve been waiting for…group assignments:Sticker on top left corner of “Questions” sheet in your packetGood Job, Awesome, Fabulous, ____________Report out –notetakers slot under each section in PiratePadAfter “what’s needed”Summarizing – NEXT STEPS - what we're committing to:building community of practice-- notes, resources - next week- next convening - - conf sessions - gcyf, community fdns- briefings - individual fdns, RAGs WebinarsTo inform next steps – all this discussion helpful…two last polling questions to refine furtherTessie wrap up, keep us moving forward