The Networkinga great communication opportunity for nonprofit

Dissertation of Chiara PorquedduSupervisor Giampaolo AzzoniCo-supervisor Marco Dotti

The NetworkingNetworking is the practice of making contact and exchanging information with other people, groups or institutions. Usually,

networking occurs with other people who have interests in similar areas.

The Networking

The goal of the networking relationship may be to further your personal employment opportunities, to cultivate new clients or

the expansion of business relationships.

The Networked nonprofit

The Networked nonprofit

What is the Networked nonprofit?

The Networked non profit are simple and transparent organizations. They are easy for outsiders to get into and

insiders to get out of.

What is the Networked nonprofit?

They engage people in shaping and sharing their work in order to raise awareness of social issues, organize communities to provide

services or advocate for legislation. In the long run, they help make the world a safer, fairer, healthier place to live.

National Wildlife Federation USA

• Understanding the social network• Create a social culture

• Listening, engaging and creating relationships

• Building trust through transparency

The National Wildlife Federation can be considered to all intents and purposes a Networked nonprofits.

National Wildlife Federation

The importance of social media

Bringing in their communication policy these new means of communication

News and media presence

Blog

The importance of social media

Listen to and engage the public

Listening and engagement lead to build strong relationships

Transparency

For a Networked nonprofit it is very important to work in a transparent way

Annual Report

Transparency

Fund raising through social media

Online “friends” can become important funders

WWF

Social media is in itself an innovative tool that stimulates the foundation to express itself and communicate in new ways.

The WWF has developed since a long time a clear strategy for social media and is focused to renew and perfect it.

Its fundamental value also lies in the ability to measure and manage the sentiment, which means how the foundation and especially its initiatives are seen.

In case of non positive feedback, provides the

opportunity to further direct contact with the nature of

the disappointment, facilitating mediation and

possibly remedy.

WWF and Social Media strategy

Through Social Media the WWF is

"advertising" the most

important campaigns

and also sharing the

work done by members

and partners

WWF and Social Media strategy

WWF and Social Media strategy

Given the trend of consumption of New Media in Italy and worldwide, WWF can not be separated from developing cross-media

communication activities, digital and mobile, as well as visual.

WWF and Social Media strategy

This allows WWF to reach a broader and more varied audience, with an emotionally stronger and more immediate impact, as well as viral

message which are faster and can reach people who probably would not think to engage WWF and its causes.

CIPSI

A small number of nonprofit organizations that have "early” adopted social media and social networking websites is beginning to collect large amounts of money online. These include Charity: water, Epic

Change, The Nature Conservancy, the Humane Society of the United States, the American Red Cross and Emergency.

also CIPSI is one of these organizations

CIPSI and Fund Raising

CIPSI and Fund Raising

Forces: good ideas, shared mission, credibility of organization.Weaknesses: the association is not well known at national level, "less

projectual” and concrete initiatives are more closely related to activities to raise awareness of certain issues such as public water or African women, and so less difficult to "spend" at the level of fundraising.

CIPSI and Fund Raising

Social media is part of a multi-channel strategy. The use of social media channels for fund raising will be much more effective if it is incorporated

into a multi-channel strategy that includes also the traditional fundraising techniques.

CIPSI and Fund Raising

This includes the use of e-mail, websites, Google ads, and the trend toward the mainstream media.

The idea behind Banca Etica consists in creating a place where savers, driven by the common desire of a more transparent and responsible

management of financial resources, may meet socio-economic initiatives, inspired by the values of a sustainable social and human

development.

CIPSI and Banca Etica

Emergency

Emergency is an independent and neutral Italian organization, created to provide free and high quality

medical and surgical care to the victims of war, landmines and poverty.

The association through social media share everything: from the results of the projects

to the results of fund raising campaigns.

We can therefore say that Emergency tends to Transparency.

Emergency works transparently

Emergency works transparently

More transparency is crucial for nonprofit organizations who want to embrace a broader network of

individuals and organizations;

involving more honest and open networks in

the world can not take place without a

significant transparency.

Emergency works transparently

Emergency through social media not only communicates with the outside world but has also developed tools to monitorize their

progress.

Emergency works transparently

Conclusions

• How useful are networking and social media for nonprofit organizations?

• Social media cover significant role in the lives of NPO.

• Leader: tackle difficult change in course.

• Stand-alone organizations survive in the future but they will lose relevance.

• It is necessary for nonprofit organizations to convert to Networked nonprofits.

Grazie per l’attenzione