Mobilizing Communities in a Connected Age Funders Edition
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The Mitchell Kapor Foundation and ZeroDividel share learnings from a recent report “Mobilizing Communities in a Connected Age.” Joined by staff from Color of Change and Netroots Nation, discover how philanthropic and nonprofit organizations are collaborating to use new technology tools to expand outreach, foster constituent loyalty, drive revenue, increase operational efficiencies, and spur innovation.
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Mobilizing Communities in a Connected Age Funders Edition
- 1. Mobilizing Communities in a Connected Age:Using New Tech Tools & Strategies for Impact Dial in to 866-740-1260, Access code: 7730388 Thursday, July 21, 2011
- 2. Motivation for this Project How can nonprofits improve their use of new technology tools and strategies for social impact?
- 3. Research Questions and Methodology Research Questions: What are key characteristics, practices of successful orgs? What can funders do to better support nonprofits’ efforts? Methodology: 16 nonprofit advocacy organizations – California, national Grantees of Mitchell Kapor Foundation & ZeroDivide 2 non-grantees for benchmarks Color of Change & CREDO Action Intensive interviews, reviewed websites, collateral material Full report at http://zerodivide.org/tech_advocacy
- 4. Rubric for Evaluation Color of Change CREDO Action Ella Baker Center Green for All Netroots Nation Voto Latino Leading Aspiring Emerging
- 5. I. What makes a Tech “Leading” organization? Strategic use of technology across operational functions Databases talk to one another Tech integrated into business strategy Organization embraces tech as a lever to improve org processes
- 6. I. What makes a Tech “Leading” organization? Strategic use of tech to engage different stakeholder groups, for development work, communications, and program Fosters a dialogue with different audiences Segments constituents Consistently uses analytics (A/B Testing) At least one high-level Marketing/Communications expert on staff
- 7. II. Success - It’s all about leadership Single largest determinant = Leadership, not size or budget! Nonprofit Leadership Interest in technology Understand tech as an “enabler” Hire tech-savvy staff members
- 9. How funders are investing in grantees’ tech use Technical assistance, trainings - one-offs, boot camp, weekly Operational functionality - website, CRM integration Program-related - funding social media component Cohort - tech capacity building, leadership dev, social media Staffing up - hiring online engagement director, etc. Innovation challenges - health monitoring app, asset building Gen Ops
- 10. III. Recommendations to Funders Fund tech for long-term Pair funding with consulting Foster leadership development Build a community of practice Provide thought leadership Fund tech for movement building Enable automated performance evaluation Fund integrated CRM systems
- 11. Special Guests Gabriel Rey-Goodlatte & Raven Brooks
- 12. Raven BrooksExecutive Director Special Guest
- 13. About Netroots Nation What is Netroots Nation? How is it different than many nonprofit organizations?
- 14. Case Study: New Media at Netroots Nation Quick usage examples with primary goal: Mobile app - engage attendees Video - engage non-attendees & potential supporters Twitter - rapid response & assessment
- 15. Learnings and recommendations Setting a strategy and goals is far more important than the tools and tactics Measurement and analytics The crucial role of leadership
- 16. Special Guest Gabriel Rey-GoodlatteCampaign Director
- 17. Case Study: Breitbart / Huffington Post Campaign Pushed Huffington Post not to feature Breitbart’s column Traditional email petition campaign PLUS use of Twitter - took it to scale, beyond existing membership and signers
- 19. Direct pressure on Huffington Post, in real time, didn’t need to wait to deliver petitions
- 20. Ability to quickly refine message - achieved swift victory and changed suggested tweet to stop directing pressure at HuffPo, spread news of victory:Victory! After 43k @ColorOfChange members speak out, @HuffingtonPost agrees not to run front-page @AndrewBreitbart http://wapo.st/gRGF9Q
- 21. Learnings: How we integrate social media Social media built into planning, execution of each campaign Each program staffer, not communications person, takes the lead on drafting social media content (across usual silos) Focus on unique properties and opps of social media tools vs. replicating old models using new tools
- 22. Key take-aways Success is due to leadership fostering tech-fluent culture Tech integration across org: from ops to comms to program Systems to support day-to-day and seize opportunities: importance of planning and workflows Experimentation, analysis, re-implement Drive decisions based on org goals and strategies, not tools
- 24. Do the findings sync with your experience?
- 26. Mobilizing Communities in a Connected Age:Using New Tech Tools & Strategies for Impact Thursday, July 21, 2011
Notes de l'éditeur
- Other LOCAL orgs “admired for their use of technology”:People’s Grocery, West Oakland SCOPE, Los Angeles
- 3 Main findings - 1st is that orgs that are leading and having strongest impact do in fact embody these characteristics Affirms the rubric, real world confirmation
- 3 Main findings - 1st is that orgs that are leading and having strongest impact do in fact embody these characteristics Affirms the rubric, real world confirmation
- #2 _ Orgs that are having most impact consistently feature leaders who posses these3 traits:- Have an interest in technology, whether for personal, professional & comfortable in learning about and using it- Understand that technology is a set of tools to be strategically deployed to advance their mission.- Hire tech-savvy staff members who also share these characteristics.
- Nonprofits recommendations of what would be most useful from funders interested in advancing npo’s use of tech for impactQuestions?How do these recommendations square with your sense of what’s needed to move the needle?Going to talk in small groups about what the challenges are - for npo’s and funders alike – as well as some solutionsBut first, want to hear from two leading nonprofits to get their response and hear what’s worked for them, to inform that discussion
- Read Bios from JohnWhat are the top 2 examples of your org has used technology to generate impact? - What are key org characteristics and competencies needed to pull these off? 2) What 2 recommendations would you make to funders looking to support their grantees in being more tech-savvy and impactful using tech for their mission? Q&A!!On to small group discussion:
- ADD: “Additional Insights or Questions””We’re going to all be putting our heads together on the three questions here [read them]To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutesOK, moment you’ve been waiting for…group assignments:Sticker on top left corner of “Questions” sheet in your packetGood Job, Awesome, Fabulous, ____________Report out –notetakers slot under each section in PiratePadAfter “what’s needed”Summarizing – NEXT STEPS - what we're committing to:building community of practice-- notes, resources - next week- next convening - - conf sessions - gcyf, community fdns- briefings - individual fdns, RAGs WebinarsTo inform next steps – all this discussion helpful…two last polling questions to refine furtherTessie wrap up, keep us moving forward
- ADD: “Additional Insights or Questions””We’re going to all be putting our heads together on the three questions here [read them]To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutesOK, moment you’ve been waiting for…group assignments:Sticker on top left corner of “Questions” sheet in your packetGood Job, Awesome, Fabulous, ____________Report out –notetakers slot under each section in PiratePadAfter “what’s needed”Summarizing – NEXT STEPS - what we're committing to:building community of practice-- notes, resources - next week- next convening - - conf sessions - gcyf, community fdns- briefings - individual fdns, RAGs WebinarsTo inform next steps – all this discussion helpful…two last polling questions to refine furtherTessie wrap up, keep us moving forward
- ADD: “Additional Insights or Questions””We’re going to all be putting our heads together on the three questions here [read them]To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutesOK, moment you’ve been waiting for…group assignments:Sticker on top left corner of “Questions” sheet in your packetGood Job, Awesome, Fabulous, ____________Report out –notetakers slot under each section in PiratePadAfter “what’s needed”Summarizing – NEXT STEPS - what we're committing to:building community of practice-- notes, resources - next week- next convening - - conf sessions - gcyf, community fdns- briefings - individual fdns, RAGs WebinarsTo inform next steps – all this discussion helpful…two last polling questions to refine furtherTessie wrap up, keep us moving forward
- ADD: “Additional Insights or Questions””We’re going to all be putting our heads together on the three questions here [read them]To generate more interaction, we’ll be breaking into small groups to discuss these. There is a notetaker for each group who will be scribing for our report back period to follow. You should choose someone to speak for your group, different from the notetaker. 30 minutes to discuss, will give you 10 minute intervals, then countdown in last 10minutesOK, moment you’ve been waiting for…group assignments:Sticker on top left corner of “Questions” sheet in your packetGood Job, Awesome, Fabulous, ____________Report out –notetakers slot under each section in PiratePadAfter “what’s needed”Summarizing – NEXT STEPS - what we're committing to:building community of practice-- notes, resources - next week- next convening - - conf sessions - gcyf, community fdns- briefings - individual fdns, RAGs WebinarsTo inform next steps – all this discussion helpful…two last polling questions to refine furtherTessie wrap up, keep us moving forward