Yesterday, I made this comment in response to others on Ken Goldstein’s blog:
In a perfect world, even smaller nonprofits have some semblance of a strategic plan, signed off on by their board of directors. Web2.0 usage would be integrated into the plan (in general terms-I don’t want to indicate micro-management or, heaven forbid, sound too corporate). Buy-in in general terms by the board really frees up staff to do what they do best. In reality, most usage of Web2.0 is probably first seen coming out of the marketing and fund development staff (or consultants). The staff using it (including the Exec. Director) gets put in the position of have to explain where it fits, why resources are being used, etc. No resource is completely “free”—staff time, at minimum, is required.
There are many steps to strategic planning, but we’re only requiring small, incremental steps here on your journey to get buy-in from your board. I envision a presentation that would be done in more than one part. Once you “hook” them, you’ll need to then layout what resources you need and what your results will be.
In preparation for step 1, examine your external operating environment and how it is being or will be impacted by web 2.0. This would include:
- Identify your key constituencies. Volunteers, donors, potential supporters, advocates–you know best.
- Lay out the external environment in which your organization functions. You’d need to look at:
- Social Factors, such as the lifestyle, attitudes and values of your key constituencies (the need for transparency, engagement, shift in giving patterns, loyalty, etc. Back yourself up with facts.)
- Technological Factors, such as the innovations that now exist in web 2.0
- Contending Forces (in the private sector, I might call this “competitive factors”). Who else is out there who deals with your key constituencies? Who is vying for funds?
- Economic factors, such as the need to seek alternative ways of fund development. given local and regional trends.
- Best Practices–how others with similar missions are effectively using new social media technologies. A quick review (and demonstration) of some select best practices that best serve your purposes. Should also include bullets on ease of implementation.
- Where possible, cut the jargon. Even the term web2.0 might not be used in a board presentation, at least not at first.
In BAM#1, Part 2, we’ll talk about how to and who should present this to the board and subsequent steps.
Filed under: best practices, charity, communication, management, marketing, nonprofit, nptech, web 2.0 | Tagged: best practices, board management, charity, management, nonprofit, nptech, strategic planning, web 2.0 | 4 Comments »