Random Thoughts on Life and Work

October 26, 2007

The Wired Advocate – A Follow-up

Overcoming inertia in a nonprofit can be particularly difficult.  This stems from many sources but is most often expressed in the sentiment, “We’ve always done it this way.”  As a good friend of mine often says, “The definition of insanity is doing the same things over and over expecting different results.” 

Starting small with some test runs can be a great way to get past the initial ‘disbelief’ that making use of new tools will have value for the organization.  Here are some thoughts to consider:

  1. Recognize that you will likely make a mistake along the way.  The initial run may not be perfect.  That’s okay.  Learn from it, remember it, move on.
  2. At the same time, remember that quality is still important.  You can’t have a poor appearance and expect great results.
  3. Determine what you want to measure to determine success.  Dollars raised may not be the correct measurement.  Especially with your first few attempts.
  4. Remember, your audience is going to be different (probably) than your organizational website.  That’s why you are doing this.  Expanding your reach.
  5. Because of #5, don’t just repeat your website.  Provide something different, in a different tone, different appearance, etc.
  6. “Build it and they will come” is not necessarily true.  You will need to promote your applications.  Expand  your reach.  Think outside of the box.

Plan on building slowly.  Once you have established your metrics, go wider.  Determining who in the organization will be ‘responsible’ for the ongoing development and management of the interaction will come with experience.  Successful 2.0 applications will likely develop conversations with your constituency.  You need to be prepared to respond so somebody should be the designated communicator.

Hope that helps.

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