The Wharton Business School has published an article in their Knowledge@Wharton e-newsletter that is definately thought provoking although I would say, “What took them so long?”
The key paragraph in this article comes about half way through the article and is something that the non-profit world needs to make sure they take note of.
And I quote:
The defining traits of the Internet since the year 2000 — especially the ability of users to create content and form communities of interest — have created what Williams described as “public squares” in comparison to what he called the “walled gardens” of the pre-2000 web. The changes are driven by young users who are exhilarated by the variety of choices offered by the Internet but who also carefully scrutinize the companies they buy products from. The Wikinomics authors found that 65% of this new generation of online customers wants a two-way relationship with the brands they select, with the ability to provide feedback and direct input.
This issue of the two-way relationship is important and as the mistrust/distrust of the non-profit world continues, it behooves us to find ways to provide for that two way interaction. Your donors will be more committed to you and indeed will likely become your advocates.
Enjoy the article. It is a solid read.