Editor’s Note: Perhaps the best way for nonprofit organizations to learn how to effectively increase their online presence through innovative multichannel programs is to look to their peers that already are utilizing Web 2.0 channels for advocacy, friendraising and fundraising. We asked Katrin Verclas, executive director of NTEN: The Nonprofit Technology Network, to talk about some of the organizations that she sees as leading the way. Here … her responses:
Amnesty International Amnesty ran an edgy campaign last year — the Air Torture project — aimed to raise awareness about the use of “extraordinary renditions” in a “not your usual policy work,” attention-getting way. Consultant Alia McKee of Sea Change Strategies wanted to grow Amnesty’s list, raise money for its work to stop torture and cultivate its uber-activists in an exciting new way. Amnesty created an advocacy landing page — www.airtorture.com — that mirrored an actual airline booking page. From that page, people were encouraged to download a boarding pass with information that could be printed and sent to that person’s congressional representative, tell friends about the campaign, download blog badges to post on a personal blog, and, of course, make a gift.
Multichannel Stars
Editor’s Note: Perhaps the best way for nonprofit organizations to learn how to effectively increase their online presence through innovative multichannel programs is to look to their peers that already are utilizing Web 2.0 channels for advocacy, friendraising and fundraising. We asked Katrin Verclas, executive director of NTEN: The Nonprofit Technology Network, to talk about some of the organizations that she sees as leading the way. Here … her responses:
Amnesty International
Amnesty ran an edgy campaign last year — the Air Torture project — aimed to raise awareness about the use of “extraordinary renditions” in a “not your usual policy work,” attention-getting way. Consultant Alia McKee of Sea Change Strategies wanted to grow Amnesty’s list, raise money for its work to stop torture and cultivate its uber-activists in an exciting new way. Amnesty created an advocacy landing page — www.airtorture.com — that mirrored an actual airline booking page. From that page, people were encouraged to download a boarding pass with information that could be printed and sent to that person’s congressional representative, tell friends about the campaign, download blog badges to post on a personal blog, and, of course, make a gift.