Pros and cons of social media for nonprofits.

You were recently hired by a large nonprofit organization as an assistant to the Director of Development.  The organization, providing social services to families in need, has had no presence on social media and your boss believes that may be a mistake. She herself is not a user of social media of any sort, and so is unsophisticated about that world. She knows that in the nonprofit world, education and healthcare related organizations have been using social media for a long time. She also knows that organizations like hers, in social services, and nonprofits in the public / society benefit field and the arts and religion have been more reticent to use social media. She is not a particularly cautious person she says, but believes social media’s potential benefits may be outweighed by the challenges and the costs.
Possibly shaping her view, she was employed at NPR (National Public Radio) in 2011 when an officer of the organization was recorded in what he believed to be a private conversation with two individuals whom he believed to be potential donors. The individuals were actually political activists who recorded the NPR executive making controversial, political remarks and uploaded them to the internet. The remarks went viral and caused the officer and NPR’s CEO to resign.
But she also knows that during that same year, the American Red Cross responded to a tweet mistakenly posted on their account by an employee reporting a drunken experience, to endear themselves to members and raise donations, with quick, witty and honest tweets to the membership.
Your boss asks you to write her a memo that details the reasons the organization should engage on social media.
What are the benefits and the challenges? That is the focus she wants.
In addition, she confesses she would need the Executive Director to approve a move to social media, so your memo should also address the issues she knows he will care about (and assume the ED will read it). She suggests those issues include short and long-term costs, which will involve money, but could involve branding as well. Would the social media effort conflict with other fundraising or communication channels the organization currently uses (like news releases, update mailings to members, fundraising events)? Why would an organization choose NOT to use social media?
She is eager to overcome her uncertainty and employ social media, so finally she asks you to address potential solutions for any challenges or risks you identify.
Your memo should be a maximum of 5 pages double-spaced and posted here on NYUC.

Pros and cons of social media for nonprofits.

Social-Media Strategy Michael L. Social Media

APA

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