Continuing on last week's discussion about Causes leaving MySpace, TechSoup's own Amy has written an interesting guest post on Sean Stannard-Stockton's Tactical Philanthropy blog. Amy discusses the Causes fallout as well as Ideablob's sudden disappearance. She gets at some of the big questions nonprofits should be asking about the tools we're using. It's definitely worth the read.

We can count our Twitter followers or how many people have commented on our blog post, or could have counted the number of supporters on Causes or voters on Ideablob, but that doesn’t mean we connect with them. Now that Causes removed itself, its content, and any related data from MySpace, organizations cannot connect with their supporters who were using Causes. Ideablob participants are locked out from seeing any comments or feedback on their ideas. The fact that access to data, whether it’s supporters’ email addresses, tracking actions taken, or anything else, is instantly gone should be a big alert bell to those working in a "networked" way via social media to grow their community. To connect with supporters, organizations and individuals working on projects will need to be sure that data gets back to them. How are you encouraging your supporters all over the web to connect with you directly? For example, when you post a message (whether it’s on Twitter, Facebook, or even Change.org) telling your supporters that you’re ramping up for some big news, a new project or something else, include a link where they can sign up with you to be on the email/announcement list. When supporters sign a petition or take action on your organization’s behalf in social media platforms, include "thank you" and "learn more" links wherever possible that link to ways to connect directly with your organization, ensuring the contact information is in your database, not just Facebook’s.

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From our good friends at Idealware:

Are you on staff at a nonprofit? Are you using any social media channels (Facebook, Twitter, video sites, blogs) - or even just starting to experiment with it? If so, please take our Social Media survey today: http://www.surveymonkey.com/s.aspx?sm=l3Z9bXmCorZ_2fQzAYlvrOkw_3d_3d

Idealware has embarked on an intense, year-long social media research initiative which will ultimately result in a Social Media Decision Making Guide for Nonprofits.

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TechSoup is a nonprofit that has many moving parts, programs, services, and functions. It's a lot of work to provide (what we hope is) good content, useful events, inexpensive or donated products from corporate partners, and more. With that, we need your help. There are many ways to get involved; check out the pages on the TechSoup Global site to learn about current job openings and internship opportunities. This post will discuss two of those opportunities in detail.

The TechSoup Content Team Is Seeking Volunteers and an Intern:

Faith in Practice won an Honorable Mention in the Digital Storytelling Online Challenge for their Flickr story submission. I got a chance to connect with Ashley Messick, a winning lady behind the winning organization, to find out more about her work.

What organization do you work for and where are you located?

I work full-time with Faith In Practice (FIP), a nonprofit organization out of Houston, Texas that does medical mission work in Guatemala. I also work part-time, remotely doing social media for Blood Centers of the Pacific (BCP), the community blood center in the San Francisco/Bay Area.

Tell us briefly about the mission of your organization and your work.

The mission of FIP is to improve the physical, spiritual, and economic conditions of the poor in Guatemala through short-term surgical, medical, and dental mission trips and health-related educational programs. I work to coordinate and organize all the aspects of our volunteers' trips down to Guatemala so that they are prepared before leaving and have everything they need while in-country, including customs documents, supplies, hotel, transportation, and more.

BCP seeks to provide an adequate and affordable blood supply which meets the health and safety needs of the public; and to conduct medical and scientific research and education that improves the safety and efficacy of blood transfusions. I began with BCP in the Communications Department doing social media, briefly worked in Donor Recruitment, and now am back in the Communications Department working remotely to continue building our social media presence.

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Update: Here's a followup post with some more thoughts on the nonprofit community's relationship with social networking tools.

There's been a lot of discussion over the past week about Causes leaving MySpace and becoming a Facebook-only application. In a sense, the news isn't that surprising (being a for-profit company, Causes must focus on platforms generating the most commercial interest), but it's raised a lot of questions about how closely the nonprofit community aligns itself with commercial tools.

My colleague Amy wrote in a Stanford Social Innovation Review column, "The debate around social media and the Internet in general as a leveling force is still heated from all sides. Yes you can claim that anyone has the power to blog, but that's really only the people who have access to the tools and the time and the empowerment. The access debate aside, the removal of Causes from MySpace where there are active communities of supporters means 'equal opportunity activism' is defined by only certain communities." If nonprofits have the goal of making more resources available to more people, what happens when the tools we're using seem to undermine those goals? Amy points out danah boyd's much-discussed research on the socioeconomic and racial differences between MySpace and Facebook users. Justin Massa goes so far as to call the move redlining: "Causes' justification sounds an awful lot like what financial institutions and the real estate industry used to say about poor and minority neighborhoods."

Marshall at ReadWriteWeb snaps:

Causes co-founder Sean Parker poses sitting with crossed legs in his photo on the company profile page; his mission statement begins with the words "According to the historical Buddha..." It's hard to imagine a beneficent religious figure that would ditch MySpace for Facebook, isn't it? Perhaps "the historical Buddha" would choose to pull up stakes from the 11th most popular website in the world if the people were too shallow and go to the hip social network where the money-raising action is.

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If you're not already familiar with the popular online customer relationship management (CRM) tool, Salesforce.com, you should get to know it. The software as a service (cloud) tool allows extraordinary levels of relationship tracking and management for companies and nonprofits worldwide. A few years back, the Salesforce Foundation started offering their services for free to nonprofits.

I was working at a small, but well-connected nonprofit at the time and we were an early adopter of Salesforce when it was very corporately modeled. Within a couple of years, Salesforce started offering a "nonprofit dashboard" which helped make the lingo a little more digestible for those of us looking for new members and to track existing supporters and donors, rather than the more standard "leads and opportunities" their system supported for corporate sales and support offices. Since then, they've made it even easier for nonprofits to embrace their donation by offering discounts on tutorials, online and in-person trainings, free weekly webinars on acquiring the donated license, and a bevy of resources to get started.

I've now worked with Salesforce in-depth at two nonprofits and have to say that it has every bell and whistle you could ever want (and maybe more than your organization might need), but most importantly for budget-conscious nonprofits, it's free.

We had Digital Storytelling Challenge winners from around the globe! I had a chance to connect with our third place winner, Christopher Worman, Executive Director of the Odorheiu Secuiesc Community Foundation, to learn more about this TechSoup Global organization.

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Earlier this year, we took a look at the US Air Force's social media policy. I still think that not only is a social media policy for employees increasingly becoming a legal necessity for your nonprofit, but it might also be the most important thing you can do for your marketing and PR.

Here's another one to check out. Timo Luege has just finished putting together a social media policy for the International Federation of Red Cross and Red Crescent Societies (IFRC), and he's posted the policy on his blog (via). Of course, the IFRC is a huge conglomeration of individual Red Cross and Red Crescent chapters around the world, spanning a multitude of social and political mores. How do you craft a policy that's applicable to every IFRC employee (or, for that matter, not downright objectionable)? "I realize that the parts about 'neutrality' and 'keeping your manager in the loop' might sound very restrictive to some people," Timo writes, "especially those from democratic countries." He goes on to explain that the IFRC code of conduct is actually more restrictive than the social media policy. Rather than squelching employees' freedom of expression, the policy actually empowers them to communicate thoughtfully on behalf of their employers. That empowerment means setting clear boundaries. From the policy:

The IFRC believes that sharing of information and experiences benefits the whole humanitarian community and ultimately the beneficiaries we serve. Feel free to share and discuss your experiences in e.g. vaccination campaigns, field communication, building of transitional shelters etc. If IFRC staff is perceived to be knowledgeable and helpful this will reflect positively on you and on the organization.

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Here's an idea from our friend Laura at Idealware: what if you measured any communications method by whether it would have more or less impact than spending the same amount of time calling donors on the phone?

…You could spend that time simply calling donors and constituents at random, to thank them, or to ask them a quick set of questions (how did they like the services they used? what do you do well? not so well?). If you've never done this, it can be pretty magical. Often people are amazed that you've called, happy to talk, and have useful insights. It gives you a great sense as to who your constituents actually are and what they care about. And not coincidentally, my experience is that it fosters great new connections. People want to volunteer, wanted to ask you something, and, not coincidentally, donate at considerably higher rates after. Nothing starts a conversation like, well, an actual conversation.

I love the way Laura articulates this. When we adopt social media strategies, we often tell ourselves that it's not just about donations, it's about starting a conversation. There are plenty good reasons why it's important to keep conversations going with supporters, but are Twitter and Facebook always the best way? If your goal is to have a conversation, then why not pick up the phone and have one?

This is not to say that there's no place for social media; rather, I think that the phone test can actually help you articulate the purpose of any communications tactic, be it a fundraising letter, a donor event, a print ad, or a Facebook page. If you can clearly identify who the target audience is for a particular effort and what action you want that audience to take, you can put together the right campaign for achieving that goal. It might be a letter, an email blast, or a social media campaign, and it might be a phone call.

Whether you're a regular TechSoup user or haven't heard of us til now, we've got a free webinar coming up that will likely show you something new about how you can get more out of the variety of (free) services we offer to nonprofits and libraries.

Learn How TechSoup Can Help Your Organization

Join TechSoup.org content creators, community leaders, and customer service support on November 12 from 11:00 a.m. to 12:00 noon Pacific for a tour of how your organization can use all that TechSoup has to offer to improve your technology and help reach your mission. TechSoup, a 501(c)(3) nonprofit, is working toward a time when every nonprofit and social benefit organization will have the technology resources and knowledge they need to operate at their full potential.

We'll walk you through the process of registering and requesting donated and discounted products from more than 35 donor partners like Microsoft and Adobe. We'll also take you on a virtual tour of other resources in TechSoup's tech arsenal including;

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