Delivering Your Mission Beyond the Web

The web emerged, in the 1990s and provided endless possibilities of engaging potential customers through communication and interaction – a pivotal moment for the nonprofit community.

Since its inception, audiences have come to expect a different kind of experience of being fully embedded in the life of an organization through the worldwide web.  Organizations quickly came face-to-face with not only technical and operational issues but content barriers as well, all of which were far more difficult to overcome than expected. Organizations were also dealing with trying to figure out how to remain relevant to audiences looking to the web for their information and quickly learned that their standard marketing materials did not translate to the web. This required organizations not just to repackage what they were producing but also create new ways to transform how audiences receive, process, and interact with content.

The growth of social media over the last several decades has been boundless and continues to grow by staggering leaps. How we communicate with our audience changes on a constant basis and we are forced to adapt quickly. Just pushing a message won’t create a relationship but you are uniquely qualified to provide the perspective and guidance that your potential clients are looking for by creating public value and promoting an intuitive understanding of what your organization is about.

Building a mission-delivery engine requires a thoughtful process and the ability to create dynamic content to meet the needs of your audience. Organizations that know its greatest resource is its understanding of what its audience wants is the stepping stone to successful engagement.

Some helpful tips:
 

1. Rethink your nonprofits programming strategy and enhance the relevancy of the organization
2. Create partnerships within your network to help build content and potential audience members
3. Reach out to stakeholders to solidify partnerships and secure long-term engagement and support
4. Engage all facets of your organization to create an engine that delivers and communicates value
5. Utilize the web’s ability to encourage interaction and dialogue, creating ways to tear down the boundaries between your nonprofit and the nonprofit audience
6. Enrich the conversation by offering opportunities to participate and share ideas

The web is central to how we enable, activate, and resource our mission. With multiple points of views and supporters, we’re enabling results that form something new. Get back to the possibilities that originally inspired us about the web and be intentional by providing a space on the web in which your audience’s needs are met.