Tips from a nonprofit organisation on achieving social impacts through online strategy

Shai Coggins is Communications Manager at Connecting Up Australia, an Adelaide-based non-profit organisation that aims to strengthen the non-profit and community sector in Australia by providing a variety of services, many relating to technology and the web. Reid from the Department of Broadband, Communications and the Digital Economy spoke with Shai recently and asked her to share some thoughts about how non-profits can make online tools and techniques work for them—even if they’re just getting started or don’t have a large budget.




Reid: For non-profit organisations trying to achieve social impacts, what are your views regarding some of the main objectives they might want to achieve through their online strategies?



Shai: Each organisation is unique. Each one will have different resources, skill sets, missions, and goals in place. That’s why each organisation needs to identify their objectives to be as closely aligned to something that I’d like to refer to as their ‘strategic inventory’—a list of tangible and intangible capital that they can use for their online strategy. This list may include staff, budget, volunteers, and existing web properties, among others. When they know what they have, then it’s easier to figure out where the gaps might be, and therefore be able to plan accordingly.



Basically, start by asking important questions like ‘What do we want our organisation to do? What do we already know about the web, and what else do we need to know? Is there anyone within the organisation able to manage our online strategy? If not, how do we get someone on board?’



Once they are able to answer these types of questions, they can then move on to identifying specific objectives—whether it’s ‘to have an active web presence’ or ‘to engage our community through social media’ or ‘to increase volunteers and/or donors through web tools.’



Reid: How does being online help not-for-profits manage some of the key challenges they face, such as funding, recruiting and training members and volunteers, or accountability and reporting?



Shai: There are a number of free and inexpensive tools that non-profit organisations can utilise online in a variety of ways—from building websites for communication with stakeholders to collaborative tools that they can use with staff and/or volunteers internally. These tools alone can be enough reason to go online.



I do believe that all organisations should have some kind of an online presence. It doesn’t matter if it’s just a static website or a listing in a directory that just tells people who you are and what you do. Of course, the more comprehensive presence you have, the better your chances are of engaging with the community and maximising online tools.



You see, in this day and age of web technology, we tend to be more wary of organisations or individuals that we cannot find any information on when we search online. We wonder if they’re trying to hide something, or if they’re so behind the times that they can’t be bothered to connect with their community or stakeholders through the web.



Being online helps non-profits by providing more avenues to communicate with key stakeholders, potential donors and volunteers, amongst others.



Reid: What advice would you give to someone who’s a non-profit employee, volunteer or member of an organisation that’s not doing too much online yet and who sees benefits in their organisation expanding its online presence? In other words what advice would you give someone who’s trying to convey to others in their organisation the benefits of developing a website or starting to communicate with their members, supporters and the wider public via social media?



Shai: Start by talking to people from other organisations that are already doing great work online. Find out how they got started, and know what works for them and what doesn’t. Perhaps, you might even invite these more experienced individuals from other non-profits to talk or to share a quick case study with your team. Your organisation might have professional development, planning sessions, or training days where this might be appropriate.



I find that when people and organisations see that it is doable, because others are already able to do it, the fear of taking on something new becomes less.



Then, when you start doing something online, make sure you find ways to measure the strategy’s effectiveness. It will help to provide support for your online strategy.



Reid: Like businesses, nonprofit organisations obviously vary greatly with regards to their budget for online activities. What tips would you give to a community group that is keen to make the most out of online opportunities, but is working with a tight budget at the moment?



Shai: Make the most out of the free and inexpensive tools! When it comes to going online in and of itself, there’s really very little capital that’s needed. That’s one of the great things about the web. Having said that, I am aware that the ‘free web’ isn’t always completely free. And, the biggest capital that will most likely be needed for going online is getting committed individuals to take care of the online strategy. Ideally, there will be at least one person who can commit to this endeavour, either part-time or full-time—be it a staff member, consultant, freelancer, or volunteer. Depending on the budget and other resources (or, as I say, one’s ‘strategic inventory’) organisations can plan what kind of online strategy that they can put together.



One of the best things to do is to tap in to your existing community. Sometimes, all you need to do is ask. I know a number of non-profits who utilise pro bono services of online consultants and digital strategists who also enjoy giving back to the community by helping non-profits go online. There are also non-profit organisations that utilise interns and volunteers who have the interest and skills that may be maximised for their web presence.



Have a strong strategy that’s both realistic and simple, so it’s not too overwhelming to get started. If you need to work with just one tool to start with—be it a blog, Twitter, Facebook, YouTube, or Flickr—do that and make the most out of it. Then, grow your online strategy from there.



Reid: Thanks for sharing your thoughts with us Shai.