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Nonprofits and Senior Care Companies Adopting Web 2.0

Posted Dec 02 2008 6:26pm

Great article in a recent DMNews issue titled Nonprofits adopt social media.  The article cites AARP and The Arthritis Foundation as examples of nonprofits that have recently revamped their web sites (with great success) to incorporate more social networking features.

Key points are:

  • Nonprofits have discovered the appeal of social networking applications, especially their ability to offer constituents better ways to communicate with one another and the organization.
  • As their audiences become more tech-savvy, the web sites of nonprofits need to be more dynamic such as being able to allow members to create and custom­ize their user profiles by posting photos, video and journals and tags.
  • Incorporating social media enhances the nonprofits online pres­ence.  This can be quite valuable for fund raising. Or, as Delia Carter, a group VP of strategic communications at the Arthritis Foundation says:

"The social media platform gives the non­profit “direct access to the people whose hands we need to be getting information into. It provides a way to develop a relation­ship with people that may not know about us but who come in through a friend's page. That's important, because we need to create awareness and people with arthritis tell our story a lot better than we ever could.”

Whether you are a for profit or nonprofit the benefits of web 2.0, online social media /networking are the same in that they give your organization increased (1) online visibility, (2) web site traffic and (3) sales leads  (yes, even nonprofits need sales leads). 

Our recent report Where Senior Care Suppliers Spent Their Marketing and PR Dollars in the Last 12 Months and What’s Ahead confirmed many of these same findings.  

And this is why every company needs a search-optimized web site that incorporates web 2.0 and social networking technologies, as well as ongoing marketing and PR activities that leverage these investments and help to support the goals of visibility, traffic and leads.

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