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Marketing’s next wave: How technology can bring change
By Elisa Birnbaum
June 18, 2007
If someone had told you a few years ago that they produced a video showcasing their organization’s cause and were uploading it on the same site that houses Saturday Night Live sketches, political campaign speeches and amateur musicians, you would have thought they were joking. Yet, that’s exactly what Christian Children’s Fund of Canada did recently when they placed a clip with their moniker on YouTube, a popular video sharing website where users can upload, view and share video clips. No longer considered unusual, nonprofits are becoming increasingly innovative to get their word out in a competitive charitable marketplace. And technology, in all its incarnations, is playing a key role.
Viewing the possibilities
Aside from providing CCF Canada with a cost effective alternative to traditional and pricey TV and print advertising, YouTube was chosen because of its ability to be a “pull medium.” As Ian Robertson, CCF Canada's manager of communications, explains, “TV or print advertising rely on force-feeding a message to an audience whether they want it or not.” Alternatively, YouTube is based on the principle that consumers can seek out the content they want. Moreover, YouTube viewers are of a particular type, a type that CCF Canada is excited to have on board. “As web users, they are younger, conscientious about the world outside their door, have a global view and global aspirations,” he says. “They are entertainment seekers, but they also care about suffering in the world and want to do something about it.” And, in this world of interconnected possibilities, the power these users have at their very fingertips makes CCF Canada’s pursuit of technology an important part of their marketing strategy. And they are certainly not alone.
The tools of social change
More and more organizations are turning to social web sites like Facebook, MySpace and LinkedIn, and to technological innovations like wikis, podcasts and blogging in order to reach outward and gain a marketable footing. And the rewards make their efforts worthwhile. Just ask Alexandra Samuel, CEO of Social Signal, a web company with a self-described mandate of “building online communities with real world impact.” Helping clients bridge the technological gap, Samuel describes the many benefits of introducing organizations to digital tools. “They can be fantastic for nonprofits who are trying to deepen their relationship with supporters, increase public awareness of their work or issues, and raise money from past and new donors.”
Brendan Hodgson, vice president of digital communications at Hill and Knowlton Canada, agrees. “Social media has created opportunities for organizations to more effectively engage their target audiences in a way that wasn’t really possible before.” With the tools currently at their disposal, organizations can keep their social community informed and have them participate and be recognized for their contributions, he adds.
Take Ottawa-based MBAs Without Borders. Officially founded in 2004, the organization contributes to the business and social development of upcoming nations around the world through the voluntary work of MBA professionals. “When we started MBAs Without Borders, we said we wanted to be a very different not-for-profit,” says co-founder and president Tal Dehtiar. Acknowledging the power of technology and the Internet, it was understood that, “if we don’t try using technological advancements we will be very much like the traditional NGOs that are lost in the dark.”
And lost, they are not. For example, all the MBAs who are sent into the field write blogs regularly. The organization is also currently working with a partner in the US to develop their own social network where they will connect MBAs from around the world with entrepreneurs in developing countries. In addition, a lot of their marketing activities takes place on MySpace and Facebook, where they engage with groups and discussion forums. And these business savvy folks make sure to take advantage of the interactive site LinkedIn, as well. As for the ubiquitous YouTube, MBAs Without Borders was recently selected as the site’s first Canadian recipient of YouTube Grants, which will allow the organization to get free advertising space while visitors view videos on the website.
Trend benefits
Has all this technological engagement proven to be beneficial to the young not-for-profit? “Without a doubt,” states Dehtiar confidently. He estimates that of the 40,000 visitors to the site, 20,000 come from Google and YouTube. As for Facebook, the more than one thousand members have certainly had an impact. “The traffic is huge and it’s good traffic,” Dehtiar concludes. “Getting the word out on the Internet has been very advantageous.” Christian Children’s Fund has found similar results. “Over the last year, as we have really started to focus on new channels to communicate, especially online, our website visits have literally doubled,” states Robertson.
The best medium for the message
Another not-for-profit that reaped the benefits of marrying technology to their cause is the Calgary Inter-Faith Food Bank. With the goal of increasing awareness about the issue of hunger and the many ways the organization helps alleviate that problem, the food bank created an innovative video. Explaining what prompted them to take the step, deputy CEO James McAra states, “we found that many people and organizations were unaware of the numerous ways we move food to those in need.” The video provided the best medium to educate the public on the over 12 million pounds of food they provide to people, agencies and other food banks. And it was also the best way for them to “portray that incredible scope without shocking people with its magnitude.”The video was deemed a success, increasing traffic to their website, helping initiate a positive campaign, and providing a greater sense of understanding of the issues at hand. The food bank is now looking at wikis, Facebook and other communication options as they move along the technological path. Donors are taking part too, helping the organization capitalize on the digital tools. Recently, one of their supporters created a support site on Facebook to help with their Empty Bowl media campaign. That initiative helped them segue successfully from an auction based in traditional media to one centered online.
Which one to choose?
So how do nonprofits determine which technology works for them and their needs? “No one tool is right for everybody,” cautions Samuel. “It’s easy to get caught up with the latest, hippest or sexiest technology and forget to ask whether it’s the right way to reach your particular audience.” For example, Samuel says, many want to jump on the YouTube bandwagon in the hope of keeping up with the tech savvy Jones’. “But it’s very tough to do a great job with either user-contributed or organizationally created video,” she points out. That said, organizations that have a young or tech-savvy audience, a very large audience, or strong production resources in-house may find posting videos on YouTube to be a phenomenally effective tool.
The price of trendy
Despite the promise these new technological innovations might hold, organizations still need to be aware of the resources necessary for them to be effective. “Any organization creating a user-driven site should figure on spending at least as much on people - moderators, editors, content creators etc. - as they do on technology and web development,” states Samuel. Sometimes, she adds, it’s better to do something simple that you can support on an ongoing basis, like a blog, than to create a really ambitious site that lacks staff to keep it running.
“Charities don’t have the luxury of the Apples, Nikes and Cokes of the world to pursue every marketing and communications fad before it’s proven useful,” Robertson says. Being responsible to donors means that, before an investment of staff hours or money, you need to make sure that new channels will be around long enough to justify the step. “Technology for technology’s sake is stupid and a waste of resources,” concurs McAra. There should always be a well-planned objective that accompanies each step. “We always ask ourselves what benefit any additional technology can have on feeding more people.”
Tech one step at a time
So, while nonprofits are advised to move into the technological realm, they should do so slowly and cautiously. “Start small, get your feet wet, but don’t dive in whole hog trying something really dramatic unless you’ve really done your homework,” concludes Hodgson. And the key to success, Samuel says, is having the right team. Only when technical specialists work hand in hand with those in communications will an engaged and active community result. “But if you can make it happen, the rewards are enormous.”Elisa Birnbaum is a freelance print and broadcast journalist living in Toronto.
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