Wednesday, October 19, 2011
Networked Nonprofit Ch. 2
Chapter two of The Networked Nonprofit addresses some recent challenges among nonprofits. A major factor influencing these challenges is the dramatic increase among nonprofit organizations. The result of this were many "professionally based organizations". These organizations began to become more competitively driven and focused solely on economic gain. Human interaction between the organization and the customer also decreased, this results in a less personal feel between customer and business. As these nonprofits became more competitively driven the emphasis on problem solving decreased dramatically as groups engaged with other nonprofits less frequently. The result of this is stand alone companies that work in desperate measures in order to receive funds. According to the book executive directors have a high rate of turnover as a result. The book also goes on to state that people are more likely to buy a product when the company has a deep seated passion for the cause they represent. When this doesn't occur amongst stand alone nonprofits, these customers tend to lose interest in the product or service. This chapter also discusses the importance of free agents which can greatly influence your audience. By befriending free agents, the free agents become more likely to be enthused about your cause which will be reflective within their posts. These free agents likely know other free agents within the blogging community as well which would further raise awareness for the cause.