Thursday, 31 October 2013

Significance of social media for non-profit organisations

The growing popularity of the Internet has brought various businesses and organisations into the same platform. The Internet has also enabled every kind of business and cause to use this global platform for increasing their reach and better communication. Among all, social networking for non-profits is gaining rapid recognition. The benefits of social media for non profit organisation are manifold.

Internet technology has opened up many new avenues that aid in the functioning of charitable organisations. The non-profit organisations can engage the social media for fundraising, creating awareness, networking and also for sharing information for newer collaboration and prospective partnerships. These objectives of a non-profit can be achieved through various platforms in the internet world. Some of the popular ways to use internet technology for non-profits is through search engine optimisation, social media marketing, social bookmarking, blogging and e-mail marketing.

The Akshaya Patra Foundation is one such non-profit organisation that is harnessing the potential of social networking for non-profits. Akshaya Patra is a non-profit organisation working towards the cause of providing free mid-day meal to Government school children in India. Currently it feeds 1.3 million children, everyday in 20 locations of nine states. Being present in platforms like Facebook, Twitter, YouTube and other bookmarking and networking sites along with its official website, this organisation has realised the potential and global accessibility that can be achieved through social networking for non-profits.

Here are few instances of how social networking for non-profits can benefit charitable organisations. Currently, Akshaya Patra has 51,261 fans in its Facebook page; when compared to last quarter, there is a 100% increase in the reach. Tweets and re-tweets by famous personalities, to name a few, Helen Clark of United Nations Development Programme (UNDP), Sonu Nigam from the entertainment industry or Rajdeep Sardesai of CNN-IBN, in its Twitter profile has seen the impact that was created. Through its presence in YouTube, the organisation has reached out to 111,115 viewers. Akshaya Patra is also present in Google+, Pinterest and LinkedIn.

The internet technology for non-profits enables an organisation to share vast information on a global platform. It helps to remain connected with existing supporters and also reach out to new potential supporters. It helps in creating brand awareness and generating funds. An official website allows the donors or visitors to seek information on all grounds like cause of the organisation, its vision and mission, financial transparency, authenticity, achievements, presence of the organisation, beneficiary stories, organisation structure and impact studies.


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