The basic premise of social networking for nonprofits is that the organization’s network of supporters – donors, volunteers, board members, employees, community advocates, political allies – can and will influence their own networks. It’s technology-driven word-of-mouth marketing. By embracing social networking, nonprofit organizations can inform and engage their stakeholders, and provide supporters with tools to promote the organization to their own networks.

Why Build an Online Community?

“You may have cultivated networks of donors, event attendees, volunteers, coalition partners, and so on. Internet-based relationship management and communication tools provide a cost-effective means for managing your offline communities, as well as new opportunities for connecting and optimizing these existing networks,” write Ted Hart, James M. Greenfield and Michael Johnston in Nonprofit Internet Strategies: Best Practices for Marketing, Communications and Fundraising Success (2005).

“Nonprofits are continuously looking for ways to better engage their supporters, be it with volunteer opportunities, ways to donate, events or online communications,” says Jason Rosenthal, senior vice president of business operations at Ning, an online social networking service.

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