Thoughts from the Last Mile Welcome to the VillageReach Blog
01.11 2010

Social Media and NGOs: Thoughts from the Blogosphere

Previously, VillageReach held a discussion on the strategic balance between emotional donation appeals versus more systematic explanations of our work.  NGOs such as Kiva have utilized the advent of the growing social media and net space to reach a wider audience through the vehicle of a recipient to lender connection. Are there unintended consequences that will flow from an over reliance on social media vs. traditional face-to-face connections?  How have NGO strategies and messages changed with the introduction of a more pervasive web and social media presence?  How can NGOs best promote their work and gain connections through the web and social media?

Ultimately, what role does social media play in promoting the work of NGOs?

My name is Alexa and I am first year college student currently volunteering for VillageReach.  I have spent the last week researching different blog sites maintained by practitioners (examples researched include The Acumen Fund and Frontline SMS), research centers (The Center for Global Development), foundations (The Skoll Foundation), academic blogging vehicles (The Stanford Social Innovation Review and The Duke Sanford School of Public Policy), donor communities (GiveWell and Tactical Philanthropy) and independent blogging sites (Good Intentions are Not Enough and Blood and Milk).  The purpose of this research was to identify online communities where VillageReach could engage with practitioners, researchers and donors, raise awareness of VillageReach and network with different organizations and individuals.

I found it compelling to learn more about how different organizations and individuals utilize blogs to promote new ideas, engage with their donors, make announcements and network.  Additionally, some of the most successful non-profits have revolutionized the new social media/network space for fundraising and to create awareness. For example, Kiva’s and Heifer International’s on-line models parallel a function offered by Facebook.  In its configuration, sending a friend a birthday gift of a goat graphic over Facebook does not differ greatly from giving a goat in the name of a friend through Heifer International. Kiva draws its strength through an emotional connection a donor draws through a photo of a recipient and through lender groups. The ever evolving web has changed the rules of the game when it comes to how non-profits structure their models, raise awareness of their cause and fundraise.

My research has guided me to raise several questions on how VillageReach should further engage and connect with other organizations, individuals and donors through the web as well as how other organizations view the web/social media as a tool for their overall mission.

1.)   How has your NGO modified their marketing/communications approach to engage in online opportunities and culture as well as to establish a social media presence?

2.)    What role do social networking sites such as Facebook/Facebook causes play in the work of NGOs?

3.)    How can the blogosphere help to unite fragmented divisions such as public/private sectors, multi-lateral sectors and NGOs?

4.)    Many non-profits such as Oxfam, Charity:Water and Amnesty International, etc. offer opportunities and resources for high school and college aged students to become informed on issues pertaining to poverty and human rights, to take action for a cause and to fundraise on behalf of the NGO.  What role should youth play in VillageReach’s mission/work?


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