How does a nonprofit with a couple thousand Facebook likes and an Excel spreadsheet of donors utilize the digital leverage of big organizations? In the absence of physical contact, digital communication is the new virtual glue that links stakeholders to organizations. The digital universe, however, has rapidly expanded into a vast, crowded, and mercurial communication space that favors the leverage of large organizations.
SMALLER ORGANIZATIONS FACE BIG CHALLENGES
NO DIGITAL STAFF - A recent poll of small nonprofit's revealed that 68% of them had no digital staff at all. They rely, rather, on their communication staff to take up the slack and test various digital platforms as they evolve, believing that they will intuitively know what works. This approach, of course, has failed.