This month we would like to take a moment to review several key new media platforms and provide examples of how organizations are successfully integrating these platforms into their current outreach strategies. 

New Media Platforms

New media is changing the world we live in. Today, you can communicate to a worldwide audience in real time or stay current on the latest news and information regardless of location. Some of the most popular new media platforms being used today are listed below.

• Facebook is the most popular social networking site on the Internet with more than 175 million active users. Outside of its communication and networking components, Facebook also works as an aggregator for other services including blogging, video-sharing, posting photos, marketing, etc. This means an organization can update all its content from a central location and immediately inform members in multiple networks. Many nonprofits have established Facebook pages to engage donors and others interested in their missions, as well as to fundraise and market events.

• NING is a social networking site    that allows users to create an entire network around their interests and passions. Nonprofits can create personalized experiences for users by providing them the opportunity to interact with like-minded individuals and participate in online discussions and polls. A good example of a popular NING site is Smart Girl Politics. Focused on empowering conservative women, SGP was started only 6 months ago but today boasts 10,000 members and an impressive organizational structure that has allowed it to become one of the premier online resources for conservative women across the country. At SGP, members discuss current topics, post blogs and videos, respond to queries and learn about upcoming events and important policy issues.

• Twitter is a micro-blogging service and social networking site that allows users to send real-time updates to their networks via the web or mobile phones using short messages of 140 characters or less. As the third most popular social networking site with approximately 55 million visitors every month, Twitter has the distinct advantage of reaching a younger demographic. According to the Pew Internet and American Life Project, 39% of Twitter users are under the age of 34. By building a network of “followers,” Twitter can help a nonprofit organization disseminate information on key policy issues or direct users to its website.  You can also encourage “followers” to send your message to their own networks thereby reaching new audiences you would have been unable to otherwise. The Institute for Justice is a good example of a nonprofit organization that utilizes Twitter to its benefit. On any given day, IJ staff posts 4-8 “tweets” about important news stories, upcoming events, media appearances, policy research, etc. Each tweet is unique  and keeps their 630+ followers alert and engaged in their work.

• Text Messaging frees users from having to check email or listen to voicemail to find out what is going on. An organization can use text messages to update supporters about pressing issues or encourage them to get involved. Last year, the National Taxpayers Union initiated a text messaging campaign designed to inform members about the latest news about the tax debates. Many of NTU’s text messaging is interactive, asking the user to respond to receive additional information or requesting action on a timely policy matter.

• YouTube is the most popular video-sharing site on the Internet whereby any individual or organization can produce a short film and quickly make it available to others. Over 65,000 new videos are added daily. Many people today have become accustomed to receiving their news, historical facts and information from some sort of video or film. Thanks to the story-telling capability and ease of distribution, a video added to a website, Facebook page or YouTube channel can more persuasively convey an organization’s work and mission.

• Podcasts  are audio files accessible online to listen to or download to an iPod or other MP3 device. Podcasts provide users flexibility because they can be accessed and listened to at any time and from any location. Podcasts can also be syndicated which means that once a user subscribes to the podcast, new content is automatically downloaded to their listening device when it becomes available. Nonprofits often use podcasts to disseminate content such as radio interviews, executive summaries of recent publications, or speeches from events. At its simplest form, new media is merely another form of communication that is designed to deliver a message. It allows individuals to easily communicate with friends, access and assimilate information and stay up-to-date on current events as well as pursue their hobbies and passions in ways that were previously unavailable.

It is interesting to note that in 2007, total online giving in the United States reached over $10 billion, a 22% increase from 2006. According to Wired Wealthy, 51% of wealthy donors prefer to give online than via traditional means. New media technology and online fundraising should never replace an organization’s current marketing and fundraising efforts. However, every nonprofit leader should consider whether their organization would be well served by integrating new media in to their current outreach strategies and how that can best be accomplished.