http://www.theagitator.net/media-usage/broadband-growth-equals-opportunity/?utm_source=rss&utm_medium=rss&utm_campaign=broadband-growth-equals-opportunity Fundraising and advocacy strategies. Trends, tips ... with an edge Thu, 09 Feb 2012 05:21:10 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.theagitator.net/media-usage/broadband-growth-equals-opportunity/comment-page-1/#comment-6562 Ray Mitchell Wed, 24 Jun 2009 21:45:11 +0000 http://www.theagitator.net/?p=1176#comment-6562 Tom, With all the discussion on so very many fronts these days about the importance of web-based communications for nonprofits, and whether online fund raising really will work (perhaps even supplant direct-mail), it's research results like this from Pew that help to confirm the emerging realities. We might experiment and debate findings for yet quite a while on the issues and arcane questions related to online philanthropy. But, there is little doubt, in my own view anyway, that broadband penetration into U.S. homes, and the continuing explosion of web-based communication, means that every nonprofit organization wanting to survive MUST have or begin developing a corporate/constituency communications plan that includes a pre-eminent, online component. To ignore this reality is to risk failure in an organization’s efforts to communicate effectively and have any impact on the larger, external audience. An audience, by the way, that is being bombarded with information (and “noise”)every single day! Since building and cultivating loyal, supportive and generous constituencies begins with and is based on a core foundation of communication, the equation is clear --- particularly in the case of Baby Boomers and the others who possess so much of the resources. To get to them with a compelling message on mission, and make an equally compelling case for their financial support, a nonprofit has to pursue them WHERE THEY ARE (or will be) --- at the keyboard of a computer! Just the thoughts of one guy who has been around this stuff since annual appeal letters were individually produced on typewriters (all of them now in museums or serving as doorstops)! Tom,
With all the discussion on so very many fronts these days about the importance of web-based communications for nonprofits, and whether online fund raising really will work (perhaps even supplant direct-mail), it’s research results like this from Pew that help to confirm the emerging realities. We might experiment and debate findings for yet quite a while on the issues and arcane questions related to online philanthropy. But, there is little doubt, in my own view anyway, that broadband penetration into U.S. homes, and the continuing explosion of web-based communication, means that every nonprofit organization wanting to survive MUST have or begin developing a corporate/constituency communications plan that includes a pre-eminent, online component. To ignore this reality is to risk failure in an organization’s efforts to communicate effectively and have any impact on the larger, external audience. An audience, by the way, that is being bombarded with information (and “noise”)every single day! Since building and cultivating loyal, supportive and generous constituencies begins with and is based on a core foundation of communication, the equation is clear — particularly in the case of Baby Boomers and the others who possess so much of the resources. To get to them with a compelling message on mission, and make an equally compelling case for their financial support, a nonprofit has to pursue them WHERE THEY ARE (or will be) — at the keyboard of a computer! Just the thoughts of one guy who has been around this stuff since annual appeal letters were individually produced on typewriters (all of them now in museums or serving as doorstops)!

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