Nov

2

Microblogging with twitter for your non-profit

Filed Under Social Media | 1 Comment

You may have heard of twitter, the site where people post up to 140 characters about “what they’re doing.” Well actually, if they post about what they’re doing, like “Going to the supermarket” or “Brushing my teeth,” they won’t do to well on twitter. In any case, twitter is one of the hottest social networks right now, and it is generally agreed that it is a great tool for networking and marketing your business.

But how about promoting your non-profit or cause with twitter? Like many things in this age of social media, what works for businesses often works well for non-profits too, and the same is the case for twitter.

How twitter works

Every twitter user sets up a profile, where they get their own URL like www.twitter.com/username. Their profile displays their username, which can actually be different than what appears in their URL, a short blurb with up to 160 characters about who they are, and a display of how many people they’re following, and how many people follow them.

Here’s my personal/business profile on twitter:

As you can see, the main part of the screen displays my username and profile picture, and my latest “tweet” (update) is prominently displayed. Under there are all my previous tweets displayed chronologically. In the right-hand bar is my real name, location, bio, web site, number of followers and following. You can click on the word “followers” or “following” to see who exactly is following me, or who I am following.

You may also notice that my profile page has a unique design, with different colors than the standard twitter page, and my company’s logo displayed on the left. You can create a personalized home page design, which is recommended. It’s not too difficult, and just takes a bit of playing around with, but it’s a good way to expand your branding over to twitter.

When I view my home page, I don’t just see my tweets, but the tweets of everyone I’m following, displayed chronologically, like so:

Here are three quick tips for getting started with twitter:

  1. Provide useful information in your tweets: Never follow the twitter guide of What are you doing? Instead, post links to useful information in your field of interest, or that you think your follows will enjoy. Also, do not over-promote your cause. People will learn about your cause indirectly by following you and seeing you as an expert in your area.
  2. How to reply to other twitterers (also known as tweeple): When replying to someone on twitter, use the @ symbol before their username, i.e. @username. They will be able to see that in their @Replies section, which is available in the right-hand bar of their home page. It is important to have conversations with other twitter users to strengthen your network and meet others.
  3. Think carefully about your bio: Make sure you have a bio in your profile so people can see who you are. Trust plays an important role in the world of social media, so you must give people real, credible information so that they can see you are a real person.

There are many twitter and third-party tools that you can use to enhance your twitter experience. Brian Solis has a great overview at Twitter Tools for Community and Communications Professionals where he has published an amazing looong list of tools you can use to build up your twitter community.

Here are some links to other articles that discuss using twitter for non-profits and social change:

Twitter and NonProfits from Me Like the Interweb – this post discussses how you and your supporters can use twitter, and gives examples of non-profit success with twitter.

Twitter for Nonprofits from The Fundraising Coach – gives reasons why you should consider using twitter, with links to useful resources on the subject

5 Ways to Use Twitter for Good from Stepcase Lifehack – great tips for how to use twitter to get some good stuff going

How Some Non-Profits Use Twitter from Betsy’s Blog – links to some prominent organizations and how they’re using twitter. Good to see same case studies like this.

Twitter and Non-Profits from Zen and the Art of Nonprofit Technology – this post discusses why twitter ain’t for everybody

Twitter’s not for every business or organization, but it’s worth getting to know it so that you can assess whether it will help your non-profit, and if so, how.

amuta 2.0 on twitter!

In honor of this post, amuta 2.0 is now on twitter! Yes, there’s not much there right now. Ok, there’s nothing there, but come follow us, we’ll follow you, and we hope to provide some useful links there to good resources about non-profits and social media. Here’s the link to our profile: http://twitter.com/amuta2point0

Happy twittering (or tweeting, as we say in twitter-world)!

Aug

31

The Modern World of Social Change

Filed Under non-profit | Leave a Comment

The world of social change is in transition. Globally, national governments are no longer fulfilling the role of social change facilitator. In its stead, local and municipal governments are becoming increasingly powerful and effective. We see that in the response to Hurricane Katrina in New Orleans as well as with the forest fires in California in the last few years. In short, this transition is the definition of glocalization’ – the more globalized we become, the more localized we become.

Within this new reality, the increasing force of local businesses and the third sector is front and center. Foreign Affairs recently published an article on “Global Corporate Citizenship,” which argues that “companies must not only be engaged with stakeholders but be stakeholders themselves alongside governments and civil society.” Bill Gates, in his “Creative Capitalism” article in Time Magazine August 11, 2008, calls for businesses to re-examine ways they can profit while simultaneously assisting the underprivileged and developing nations. “Government and non-profit groups have an irreplaceable role in helping [the underprivileged and 3rd world countries], but it will take too long if they try and do it alone. It is mainly corporations that have the skills to make the technological innovations work for the poor.”

This is what we call at Yesod Masad the “triangle of influence” – today governments, businesses, and the 3rd sector are working together to affect social change. The synergy between these forces is powerful enough to tackle some of the most looming problems in education, hunger, poverty, disease, and the environment, domestically and globally.

Jewish communities worldwide are all facing common Jewish issues: Jewish identity, Jewish education, demographics, lack of leadership, and anti-Semitism/anti-Israelism/fundamentalist Islam.

Examining and addressing these issues through the prism of the triangle of influence can not only increase resources, but our effectiveness as well.

The influence of each player within the triangle of influence is increasing in Israel.

Municipalities: With a void from the national government’s involvement in social issues, municipalities are becoming increasingly involved, empowered and effective. The role of municipalities’ social change was evident in the Second Lebanon War. Philanthropists and Federations need to partner with strong/solid municipalities and cultivate these relationships personally. Partnership 2000, which looks to bring Federations together with a sister city in Israel for social change, is a good outlet. Yet most philanthropic investments in Israel, whether geographical, sectoral, or issue based, should involve municipalities.

Individual Israeli Wealth and Israeli Businesses: Individual wealth is increasing, as is the success, wealth and influence of businesses. Businesses in Israel are becoming increasingly involved in social change, as are businessmen and women as they become increasingly successful. Take for example the transformation of Bat Yam, now considered the city of excellence. Ten years ago Bat Yam was one of the poorest, most neglected cities in Israel, with its population base deemed very low socio-economically. Aaron Castro, founder and creator of the Castro clothing store, who made aliyah from Saloniki in 1933 and opened his first tailor shop in Tel Aviv in the early 1950s (with the Bat Yam store opening in the early 1990′s), has been loyal to Bat Yam throughout the growth of Castro, with its headquarters in the city throughout its development. Less than a decade ago, Aaron Castro went to the mayor and demanded the city be transformed through massive investment in education. He put his own and his business’s money where his mouth was, in the form of philanthropic investment in education in Bat Yam. And he demanded that the municipality leverage with him. Today Bat Yam has been transformed into Israel’s “City of Excellence” and is growing in its impact.

Business models: Business’ involvement in social change in Israel also means the introduction of new philanthropic models of investment, such as the growth of community development venture capital funds (VC). VCs are investing in underprivileged areas, whether through small business development encouraging gentrification, or through technologies generated by the areas (such as green tech in the Negev). The lesson: Socially responsible investing (SRI) can bring a return on the dollar in terms of profit – strategic philanthropic investments means business concepts and often models are pulled in to the investment.

3rd sector: Non-profits organized to tackle social issues are a major force. So too are individual philanthropists. Due to these changes, new organizations and forums have been created such as:

  • Sheatufim: Established in 2006, it brings together Israeli businesses and the 3rd sector for social change. Its first conference was held in June 2008, and it received much attention including a closing speech by Prime Minister Ehud Olmert.
  • The Jewish Funders Network: The first conference was held in 2008, and dealt with Jewish issues, bringing together Israeli philanthropists with international Jewish philanthropists. The network’s Israel office is slated to open in 2008/9.
  • Center for Philanthropy – Hebrew University of Jerusalem: Opened in 2007, with a PhD student examining the role of philanthropists influencing policy, such as the Gaydamak phenomenon and the Knesset’s Gaydamak law.

Reverse philanthropy is now flowing from Israel to the Diaspora to address global Jewish issues occurring abroad. In the end, the wellbeing of the Diaspora has an impact on the strength of the State of Israel.

Yesod Masad‘s raison d’etre is to enable social change in the Jewish world via the triangle of influence. As strategic advisors to all three elements, we see first- hand that the most effective change occurs when all three elements work together.

For the readership of this blog, whether you are the head of a non-profit, a grass roots activist, or come from the philanthropic side of the 3rd sector, Federations, or foundations – know that your power can be reinforced and increased many times over. Nonprofits should look for partnering with the business sector and even consider working THROUGH the business sector. Projects can be sculpted to involve business departments/concepts/and players.

Philanthropists should understand that there is a difference between tzedaka and philanthropic investment. The former does not consider strategic value, return on the dollar, and impact. The latter does. Consider the new kinds of models which will allow you to invest, to see your money returned both socially and financially, and to make your philanthropic dollar go further. SRIs – concepts and players – can allow us to tackle the biggest of problems and to multiply our reach and effeciveness.

Ahava Zarembski is Founder and President of The Yesod Masad Initiative, a strategic consulting group on Jewish communities in Israel and around the world.