December 15, 2008
Why Charity Employees Should Have Access to Facebook
The American Red Cross in Washington had, until recently, prevented its employees from using social-networking sites such as Facebook and Myspace during work hours.
But a funny thing happened when the charity changed its policy earlier this year.
Instead of witnessing a loss in employee productivity, the Red Cross actually found that it was able to find new and creative ways to raise money, writes Beth Kanter on Beth’s Blog.
In fact, the Red Cross was able to win a $50,000 grant from the Western Union Foundation through a campaign on the popular networking site Facebook.
“Since the great wall fell, we’ve been able to promote initiatives like the Western Union Foundation contest to all of our chapters and blood regions,” Red Cross social-media specialist Wendy Harman said in an interview with Ms. Kanter. “When 700+ entities across the country are all asking their supporters to vote, we have a much stronger turnout.
“This contest marked the first time we were able to put a notice about taking a social media action in our internal communications channels and I believe that was the key to our success.”
To discuss how your organization can more effectively use online tools such as Facebook, join the Chronicle for a live online discussion with Tom Watson, a technology expert, tomorrow at noon Eastern time.
Does your organization have a policy on the use of social-networking sites? Click on the comment link below this post to share your experience.
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Great article.
I’d love to see more charities allow staff to utilise social networking and other online tools. There’s not only the fundraising and campaigning benefits, staff and volunteers can also learn new skills and network with other organisations.
We set up www.thirdsectorforums.com to provide charity professionals and social entrepreneurs with a place to network, learn, debate and discuss third sector issues.
— Ross McCulloch Dec 15, 02:39 PM #
We just initiated MySpace and Facebook once I learned of the American Red Cross policy that now allows chapters to use these wonderful tools to expand our brand to young folks. We must be careful to remain politically neutral because our work crosses international boundaries and we cannot put our volunteers who travel to disaster sites around the world.
We all have a great sourc to learn about social networking tools: http://www.diosacommunications.com
The owner of this company has started a site for nonprofits to learn more about social networking. Heather Mansfield has online webinars with information on all of the tools available for us to do networking, emails and fundraising.
Donna J. Jones Greater Ozarks Chapter American Red Cross
— Donna J. Jones Dec 16, 04:05 PM #
Thanks for the post. Our NGO does not have a formal policy, but I assume most staff does limit their use of these sites during office hours.
I know I do, but I have also been able to make great contacts for our organization in France, Australia, and elsewhere that would not have been possible otherwise.
Having a presence on these sites has increased our access to a wider audience.
— Jason Sohigian Dec 26, 09:46 PM #