Enterprise 2.0, the Social Sector’s best friend?

(Image Courtesy RSPCA)

Recall a couple of weeks back when I discussed briefly how social media can enhance productivity and opportunities, today I want to describe how organisations from the Social Sector (i.e. not-for-profit organisations), can also benefit from social technologies. McKinsey explains how there are nine social-sector value levers (image below), in which organisations can realise the value of using social media, as well as the importance of integrating these values when creating a social strategy.
Lets have a look at the RSPCA, a not-for-profit agency that aims to “prevent cruelty to animals by actively promoting their care and protection”. According to their website, RSPCA runs “40 shelters and employs around 1000 staff and spends more than $80 Million every year on the services it provides. Most of this money comes from public donations and fundraising initiatives, as well as business partnerships, grants and RSPCA patrons”. Their online presence especially with their Facebook, Twitter and YouTube pages have become a large forefront for supporters and the general public, and allows the RSPCA to benefit from the following value levers:

Fundraising, creating and expanding volunteer networks and retaining support:
With over 134,117 likes, the RSPCA has a large online marketing campaign, with their Facebook and Twitter pages, consistently updated, prioritising educated the public whilst engaging their supporters. Posts like their fundraising campaign “cupcake day” (see below video), generates public interest by encouraging the community to partake in baking and selling baked goods to generate funds to help animals in need. Moreover, the RSPCA, encourages participants to actively spread the word by posting images of their cupcakes online, which in turn has generated the attention of the greater public. The effectiveness of such a campaign can be seen by last year’s cupcake day results, where they received an impressive $1.6Million in donations. This year, the RSPCA has already raised over $776,570, retaining a strong, loyal support base for their aim to fight animal cruelty.

(Video courtesy RSPCA)

Improve collaboration and communication:
By effectively utilising social technologies, the RSPCA is easily able to, inform their followers and the public of its upcoming events, news and education. By actively promoting the use of social media, the RSPCA encourages people to actively post and to raise awareness on animal cruelty. For example, one of their most recent Facebook posts, encouraged voters in this years federal election, to tell local candidates how important animal welfare is and even offer suggestions as to what people can post on Twitter and Facebook to spread the word. By using an social technologies as a tool to increase collaboration and communication, therefore allows the RSPCA to increase their fellowship as well as continuing their ongoing mission (see images below).

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(Images courtesy of RSPCA Facebook)

With many organisations implementing Enterprise 2.0, it is definitely clear that social technologies serve as an effective tool in creating value. In addition to this, it is becoming inherent that organisations from the social sector are utilising this forefront as an economical yet successful method of reaching the greater public.

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12 thoughts on “Enterprise 2.0, the Social Sector’s best friend?

  1. chrisace92 says:

    Nice post Xavier.
    Who knew cupcakes could be used as more than just a tasty treat!
    The RSPCA definitely stands towards the front of the pack when it comes to its utilisation of the social media sphere. The political hashtag campaign was a great way to raise awareness while taking advantage of the Australian Election.


    • xavier1610 says:

      Yeah I have to agree with you there Chris, they definitely are optimizing the benefits of social technologies to raise funds, and sharing cupcake creations is definitely attracting more attention especially during the election.

  2. Sarun Y. says:

    Hi Wong,
    While reading through your post, I find some interesting points that you have brought up in your selected social sector (RSPCA), especially the mentioned value levers of the ‘ organisation-wide levers’ function. I like the idea that RSPCA extends the use of its social media to convey its message as well as linking that to the election. This is a good example on how the social sectors can benefit from adopting the social technologies as reaching wider audiences and letting them to be the public speakers to inform everyone (especially those who are in the leaders’ positions) about all sorts of the global/environmental issues.

    Nice post, Wong 🙂

    • xavier1610 says:

      Yes, in Australia we are lucky to have freedom of speech, and social media becomes a domain for people to do so. The RSPCA is able to inform its supporters and the greater public by applying these messages within social media.

  3. Hi Xavier,

    Excellent post buddy. Good work on using a large number of resources to emphasise RSPCAs use of social technology and its effect on its Enterprise 2.0 strategy. Do you think RSPCA could use social networks to better their internal business processes too?

    Looking forward to your next post.

    • xavier1610 says:

      Yes of course Dillen, it is definitely something I covered in my earlier posts, social media is definitely a method for staff members to interact and collaborate more efficiently, just like how we use Facebook groups for Uni assignments 😛

  4. adenjones says:

    Wow. I never realized they had so many followers. I used to volunteer for the RSPCA (until the never ending smell of dog finally overwhelmed me), it is great to see that they have realized the huge potential of social media marketing. With such a large fan base they are bound to achieve success with their social media based fundraising efforts. Thanks for the post.

    • xavier1610 says:

      Haha the smell of dog, can be quiet the turn off. I agree that their fundraising efforts are gaining popularity and is attracting much attention and funds 🙂 What did you used to do at the RSPCA?

  5. brantsmith89 says:

    Great post Xavier.

    I was surprised to see a link between RSPCA and the election. A great way to increase awareness as well as helping their cause.

    • xavier1610 says:

      I totally agree, it wasnt until I looked more closely on their feed did I realize, they really point out some interesting stuff. :p shows that social media really informs people

      • juwujuliewu says:

        From reading this post, i definitely think RSPCA should be used a example for other social sectors who haven’t fully implemented Enterprise 2.0. There are many ways to let an idea to take off, and no limit to creativeness when using social media as the medium. Nice cupcake day and applying to election.

      • xavier1610 says:

        I will have to agree with you there Julie, they have definitely thought of some creative stuff to raise funds. 🙂

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