(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).
(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.