Tag Archives: tech

4 Results from Crowdsource Experiment at #12NTC: Nerd, Geek and Gear Herding

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This article originally appeared on the SageWords.net blog.

4 Results from Crowdsource Experiment at #12NTC: Nerd, Geek and Gear Herding

By Grant Howe and Stacy Dyer

At the 2012 Nonprofit Technology Conference (#12NTC) in San Francisco, California, we led a session called Nerd, Geek, and Gear Herding 2.0. Building on last year’s session, we were pleased that this year we had the opportunity to introduce the “crowdsourcing” experiment to collectively solve our nonprofit technology problems.

#1: Bridge Communication Gaps
Our first “crowdsourced” dilemma asked how to deal with a strong technologist who is working towards the right goals, but struggles with communication style. The importance of resolving the communications issues vs. insulating the technologist from communications was discussed. Solutions included bridging communication style gaps with coaching and buffering systems. Appropriately timed conversations can provide focus–sometimes geeks don’t like to be interrupted!

#2: Managing Without Authority
Second, we talked tips for managing without authority, such as project managing a cross functional team and getting buy-in from executives or board leadership. Here the crowd agreed you need to offer solutions, not just bring problems. Also, face-to-face communication is better than email to build trust.

#3: When It Ain’t Broke
Third, we talked about some of the implication to being “too good” at your job. When the server hardly ever crashes (because you’ve moved your IT infrastructure to the cloud), how do you get buy-in for incremental improvements? The key is to leverage technology and technical personnel as trainers and thought leaders within your organization. Raise the visibility of high-tech projects and people.

#4: Newbies Welcome
Finally, the “crowd” offered tips for making valuable, newly hired technical staff feel welcome. Tips included having all the resources they need (eg, desk, email, paperwork) ready to go. A welcome sign, snacks and a drinking cup as a gift was discussed as a high impact / low cost way to make them comfortable.  Invite the new employee to a welcome lunch with staff they will need to work with on a regular basis. Have them pass out treats as way to introduce them to other staff around the office.

Overall, our first “crowdsource” was a great success! If you have other tips or suggestions, please add them to the comments here! Thanks again for another great conference and we look forward to continuing our “experiment” again next year!

Grant Howe and Stacy Dyer presenting at 2012 Nonprofit Technology Conference in San Fransisco

Four Strategies for Engagement with Location-Based Services

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This article originally appeared in the April 2012 issue of onPhilanthropy.

Four Strategies for Engagement with Location-Based Services

By Stacy Dyer

You may be hearing about a popular new social media activity. Multiple apps, including Foursquare, Facebook Places, and Gowalla, allow individuals to check in at various locations using their smart phone, and then share their check-ins with their friends. Players can collect points and organizations of all kinds are offering real benefits for virtual check-ins.

Location-based games and services have seen exponential growth over the last three years. Nonprofit organizations are using them to increase their visibility to a growing audience of relatively young, affluent, and highly engaged supporters.

Getting started is easy.  Here are four strategies you can use to maximize your engagement with constituents using location-based services.

#1 Promote it at your event

Special events are the ideal time to take advantage of location-based services. During busy events, festivals, or other gatherings, the more individuals who check in, the more likely the location will become designated a “hot spot.” Hot spots are promoted to the top of the list whenever anyone in the area checks in, thereby piquing the curiosity of a wide audience. Promote your participation with visual signage in prominent locations. It reminds casual players to pull out their phones and check in.

#2 Offer a special

Offer a special to encourage folks to check in at your event. It can be a free drink from the concession stand, or a free give-away. Be creative. For a more long-term investment, consider offering a reward to the person who checks in most often (e.g. called “the mayor” on Foursquare) at your location.

To ensure an exceptional experience for those who check in and attempt to redeem the special, be sure to train all staff and volunteers.

#3 Drop an item or create a badge

As previously mentioned, Foursquare is not the only location-based service. Gowalla, an Austin, Texas-based company, has its own service, allowing users to unlock badges and encouraging players to leave or swap items when checking into locations. Facebook Places allows you to use Facebook to “check-in” to locations, as well as tag them in posts and photo uploads.

Consider creating a special item just for your event. Players may carry your item to a distant place and drop it off for the next player who comes by. Consider this example: a South by Southwest Music Festival (SXSW) badge from Austin is dropped off at the Sundance Film Festival in Utah, or even farther away. How could such an activity spread brand awareness for your organization?

#4 Make it an adventure

Are you part of a collective of city theaters or museums? Consider creating a trip including all of your participating locations. You can highlight key attractions and direct players to hidden gems. Combine your trip with a special to create a special scavenger hunt game.

You could also develop adventure tours for volunteers to target parks for clean-ups, or donors to visit locations being benefitted by their support.

“One thing I like best about location-based networking is that people often link their check-in service to their Twitter accounts,” says Kristen Britt O’Donnell, director of public relations and marketing for Goodwill Industries of Southwest Florida, Inc. in North Fort Myers, Fla. “Having the Twitter link gives our organization yet another opportunity to engage with supporters one-on-one, by thanking them for stopping by, asking them how their visit was, or offering them suggestions for a future visit.”

Your options for using location-based services are limited only by your creativity. If you keep it fun and engaging, your forays into using this dynamic social media activity will open a new channel for you to connect with your community and donors.

To read more about different ways organizations can get started with Foursquare, specifically, check out this post on the Sage Words blog: “Foursquare is open for business! Not-for-profits take note.”

12NTC: Not just for geeks

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San Fran at night

San Fransisco hosted the 2012 NTC – Nonprofit Technology Conference

I just got back from #12NTC, the 2012 Nonprofit Technology Conference. As always, it’s an explosion of nptechie geekdom and one of the best parties events I attend all year.

And while I may be a self-proclaimed geek, NTC is not just for geeks anymore! This year’s audience boasted wide variety of folks involved in all levels of nonprofit management, social entrepreneurship, and community organizing. The refreshing diversity of social media influencers, philanthropists, and social responsibility leaders created a unique community of vibrant energy motivated to find a way to “make it work” and do good.

Where AFP is a decidedly more mature organization of fundraising professionals, NTEN’s network of younger, more tech-savvy nonprofit leaders offers a perspective on the future of nonprofit management. As a product marketer, it’s a great opportunity for me to spot new trends — like using mobile technology to engage constituents; moving tech solutions to the cloud; or for the fashion conscience, donning patterned leggings with a vintage dress. (Vanessa R., I’m looking at you!)

If you weren’t able to make it to #12NTC this year, no worries! One of the best things about having a tech-savvy audience is that NTEN is able to leverage the power of their attendees to crowdsource session notes. Check out the full list of Google docs here with session notes from everything from online community engagement to data analysis to nerd-herding!

And, of course, watch this blog for my learnings and key takeaways from #12NTC over the coming months!

Always,
Stacy
Product Marketing Manager, geek, and proud NTEN member

 

 

 

So You Wanna Be a Mobile Superhero?

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Ok, so there was a lot of talk about the Justice League at Innogive 2012.

Justice League

I’m more of an Avengers fan, myself, but maybe that’s just because I’ve always liked Stark’s toys.

Anyway…

Kayta Anderson, shared these 5 forgotten questions we need to answer before you can be we can become superheroes in mobile fundraising!

1) Who is it for anyway?

Know your audience. She says that when at least 5% of traffic to your website is from mobile browsers (you are using Google Analytics to track this, right?) However, there was some discussion that if you don’t have a mobile site, you won’t get mobile traffic.

2) What will it do for them?

We download apps to make our lives easier. Unless the app provides a something sought after by your audience, they won’t download it. Don’t build an app for apps sake. Provide value to drive behavior.

3) What do you have?

Time, resources, money, staff. And not just staff to run it, but who in your organization will get behind the project? They have to be willing to take risks.

4) Where does it fit in?

Mobile is another channel in your multichannel communications strategy. You need to align your messages and strategy across all your channels.

5) What will it do for you?

ROI vs ROE. Traditionally, managers focus on return on investment. Instead focus on return on engagement, which measures things like new supporters, brand exposure, added convenience for supporters, improved advocacy results.

 

How I Met Geordi LaForge at SXSWedu!

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How I Met Geordi LaForge at SXSWedu!
by Stacy Dyer

I had the privilege to hear LeVar Burton speak at SXSWedu, a conference focusing on innovation in learning.

Stacy Dyer and LeVar Burton at SXSWedu

Stacy Dyer and LeVar Burton at SXSWedu

In his keynote address Burton shared his philosophy: “at the intersection of technology and education, storytelling is the key to learning.”

Wise words indeed from a talented artist and life-long learning advocate who has been a part of the legendary Reading Rainbow franchise for 23 years–the third-longest running children’s series in PBS history*. A new Reading Rainbow app will be release in a few weeks.

LeVar Burton keynote at SXSWedu

LeVar Burton keynote at SXSWedu (photo credit: Stacy Dyer)

Technology aside, it is clear that Burton’s philosophy stems from his formative experiences with great storytellers. From Alex Haley’s epic Roots to Gene Roddenberry’s Star Trek, Burton’s acting roles immersed him in the visions of great storytellers, and strong family connections to the encouraged an almost evangelistic passion for life-long learning.

According to Burton, Haley’s vision of storytelling demonstrates the indomitable strength of the human need for family, while Roddenberry’s vision sees the infinite potential of humans. For Burton, these vision were bridged by Fred Rodgers. It sounds strange, but for Burton it made sense. Especially when I learned that Burton attended seminary himself (Mr. Rodgers was a minister.) Burton explained how he was inspired by Mr. Rodgers impression of the media of television as a pulpit, as an opportunity to reach his flock and share his message. Burton took this lesson to heart.

After the keynote, Burton was able to attend the networking reception where he mingled with attendees. It was a great opportunity to meet and share ideas with one of my long-time inspirations and idols (did I ever tell you I wanted to be a Star Trek engineer why I grow up?)

How to incorporate the latest technology into effective learning programs is what SXSWedu is all about. As a Star Trek and Reading Rainbow veteran, Burton is uniquely positioned to publicly champion the use of technology while keeping the focus on the content–the story that is being told.

Today, educational technology leaders must focus on building a technology infrastructure for learning. What I have learned at SXSWedu this year is that infrastructure is only the first step. Tech won’t teach. As a learner and mother, I am intrigued how the next generation of educators are leveraging technology to create opportunities for extraordinary educational experiences.

* Source: http://en.wikipedia.org/wiki/Reading_Rainbow

 

Why Mobile Won’t Work Magic

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I attended a webinar recently where the presenter attempted to demystify mobile magic by explaining that it is more like Houdini magic than Disney magic – that is real and it is something you can learn.

First, let’s call that Harry Potter magic just because I like the balance of Harry/Harry.

Now, I’m going to completely disagree.

Mobile isn’t magic—not even learn-able, slight-of-hand magic. There are no tricks and there are no secrets. Sure there are similarities to theatrical magic; getting mobile right takes a lot of hard work, dedication, and admittedly, a bit of showmanship never hurts!

The truth is mobile is not a magic panacea for all that ails your organization’s lackluster fundraising results. You do not add a mobile website or donation form and – poof – watch those donations roll in. However, mobile can be used as a valid tactic for expanding your reach and reinforcing your message, thereby increasing your level of engagement with your constituents.

Rather than thinking of mobile as a magic trick, I prefer to think of implementing mobile tactics in terms of a learning a new style of dance. You already know how to elegantly waltz your way through a direct mailer. Your sophisticated email strategy is as alluring to your donors as a sultry tango. Adding mobile-enabled elements to your existing communications is like throwing in a little Texas swing. You already know how to dance with your donors, mobile is just about doing to a slightly different beat.

By finding ways to leverage your message into mobile channels, such as text messages or mobile-optimized webpages, you augment the repertoire and relationships you have already built. Identify where mobile can supplement and reinforce your existing efforts. Rather than considering mobile tactics as a separate campaign, look for creative ways mobile can enhance current, already agreed-upon goals. Mobile isn’t a new trick; it’s just another way to dance.

Bottom line? Don’t try to use mobile to pull a rabbit out of your hat. You will fail. Instead, focus on how you are already interacting with your donors and begin integrating a few new mobile steps into your choreography.

QR Codes: A Tool for Multi-Channel Campaigns

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This article about what these little codes and tags can do, who is already using them successfully, and how you can leverage this handy little app in your own multichannel campaigns originally appeared in the November/December 2011 of Advancing Philanthropy.

QR Codes: A Tool for Multi-Channel Campaigns

By Stacy Dyer

Quick Response (QR) codes – those two-dimensional matrix bar codes designed to be read by smartphones – are growing in ubiquity. You see them more and more in magazine ads and catalogs, directing consumers to pull out their mobile devices and click. QR codes have incredible possibilities for nonprofit marketers who want to take advantage of the emotional connection and immediacy generated by their causes.

What Can QR Codes Do?

Enabling your audience with QR codes gives them the ability to immediately take an action.  QR codes can be created to prompt a phone call, send a text message, or click a hyperlink.

Think of the power of being able to link your supporters directly to your donation form, rather than your home page. QR codes can help eliminate disconnect between exposure to your message and the action you want your audience to take.

Donation forms are only one example. Advocacy institutions can create a QR code embedded with a phone number to call a local politician’s office. As part of green initiatives, museums, like the Mattress Factory in Pittsburgh, Penn., use QR codes to direct visitors to more information about artists or exhibits online rather than distribute brochures (The Handheld Guide: Experimenting with Mobile Technology in Museums http://www.technologyinthearts.org/?p=1511).

Foundations organizing races, golf tournaments, or other events can collect registrations or sign up volunteers by directing supporters directly to a form on their website that has been optimized for mobile viewing.  By combining the power of QR codes and customized web content, the options for implementation are limited only by your creativity.

Who Uses QR Codes?

QR codes naturally target a younger, more affluent crowd. Tech-savvy Millennials and GenXers will be the most likely audience to scan and click first, but anyone with the ability to download an application, or “app,” on their phone can join the fun.

To increase the consumption of your mobile content, be sure to let folks know the benefits of scanning the code and what they can expect to find on the other end of the link. Offer exclusive content or discounts on services or admission. Depending on your audience, you may also want include instructions for downloading the app using their mobile phone.

While baby boomers aren’t as likely to use them, displaying QR codes is unlikely to put off more mature supporters—they will simply ignore them. With the opportunity to reach new audiences and capitalize on emotional, “in-the-moment” giving, there is nothing to lose by incorporating them into your strategy.

How Can You Use QR Codes?

First, create an emotional connection with your audience. The best time to do that is when they feel the height of that emotion—when they are at your event, in your museum, or reading your publication. “Wait,” you say, “that doesn’t have anything to do with technology!” You are right. This is something successful fundraisers are already doing. QR codes are simply another tool to remove barriers and encourage supporters to act.

Remember to consider the medium with which your audience will be consuming your content: a mobile phone. Optimize your landing pages for mobile viewing. Point QR codes directly to a donation form that has been optimized for mobile viewing and has been tested with the web browsers used by those mobile devices. Create customized, abbreviated forms that require minimal typing and are easy to view and understand.

Direct mail remains the cornerstone of many annual campaigns, yet online giving continues growing year after year.  QR codes offer the perfect bridge to combine multi-channel marketing efforts. They are not the most graphically attractive, but they are not expensive to implement either. By bridging the gap between offline and online engagement, this new technology gives fundraisers a powerful new tool.

In a recent Idealware article, Henry Quinn, marketing manager at L.L. Bean reminds us, “Implementing QR codes across your marketing efforts is a tactic, not a strategy.” No matter how hot or trendy the new widget, the tool itself does not complete the job. However, with the right tools, getting the job done can be easier, more efficient, and more effective.

Why Google+ will kill Facebook

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I know what you’re thinking. “Ridiculous! I checked that out a few weeks back, but since none of my friends are on Google+, I went back to Facebook. Wasn’t that just some sort of craze?”

It’s true. Usage dropped off significantly after the first initial rush. And Facebook has matched most of the functionality that made Google+ unique in the first place, but there is a reason why Google will eventually win this battle. They have a key integration that Facebook can’t touch – Picasa.

I love Google’s Picasa. Here’s why: I can edit, tag, annotate, and organize my photos offline. You can’t do that on Facebook or on Flickr.

With the stand-alone Picasa application that installs on my computer, I do not have to be connected to the internet to create an album. This is crucial when I’m, for example, on vacation and don’t have a regular internet connection. No one wants to spend their scarce holiday hours locked away in a coffee shop, fighting with Facebook’s photo uploader, wasting precious daylight tagging and commenting. With Picasa, I can do it all “back at camp” in the evenings and then upload the whole album, tags, comments and all, when I get to a wifi hotspot.

Because of this offline capability, I use Picasa all the time, even when I’m not on holiday. There is no (and never will be) an easy way to share my Picasa albums on Facebook, so I would love to have all my friends leave the book of faces behind and come over to the Goog-side. I want them to have their account so they comment, +/like, and share my photos, just as they would if I had uploaded all my images to Facebook. That way, I get all the benefits of the social sharing, but I can keep using the offline, stand-alone Picasa app to manage my photos.

I’m not saying that Picasa is the best photo manager out there – far from it. But its integration with Google+ will be the killer feature that encourages more users to share their photos on Google+ rather than on Facebook. Status updates with photos are 120% more likely to get interaction than text only posts.

The more photos I post, the more content there will be, the more of my friends will come over to browse.

Wake up Facebook and smell the photo management app! It will be the key to future social site adoption!

How to Launch a Rapid Response Campaign like a Rockstar

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The Bastrop Fires (image courtesy of AHS Media Arts)Here in Austin, I have been humbled by my community’s response to the central Texas wildfires. Individuals, small local businesses, and national corporations alike have clamored to offer their generous support to everyone affected by the fires.

This disaster, hitting so close to home, literally, has been an eye-opening experience for me as a fund raiser because many local nonprofits were unprepared for the outpouring of support that came from the community.

While this is a good problem to have, as far as problems go, there are few simple steps that every nonprofit can take RIGHT NOW to make sure they are ready to rise to the challenge when communities pour out their hearts in support of a common cause.

Start with a Simple Web Form

Create a simple form that can easily be placed on any website. Keep your form short and sweet. Ensuring it doesn’t take up too much web “real estate” will increase the number of websites willing to place it on their site. Keeping it simple also increase the likelihood of your form being prominently featured. Ideally, you want your form to be on the front page and “above the fold” to get as many impressions as possible.

Build your form using Cascading Style Sheets (CSS) so it can easily blend into any site. Webmasters will be more likely to publish your form on their own sites since it will automatically take on their sites’ look and feel without any additional work.

Make sure your form can be easily distributed as snippets of code so even novice webmasters will easily be able to embed your form on their own sites. With the form still hosted by you, you will have complete control over the content and can change it at any time.

Control Your Message

During non-urgent times, use your rapid response form to highlight your latest accomplishment, share a video or picture, or even let people sign up for your newsletter. Use rich media like pictures and video to keep your form interesting even when it is not “activated.” In times of need, quickly update the message on your form to distribute important information to the community, collect urgently needed funds, or whatever call to action you need most.

Webmasters are usually most likely to let you ask for donations during times of disaster. However, that doesn’t mean webmasters like hosting donation forms on their sites all the time. To increase your forms’ popularity, use your rapid response form to distribute information most of the time and only ask for donations in times of dire need.

Build Your Network Before You Need It

Encourage embedded forms throughout your supporters network of websites—other nonprofits, corporate sponsors, individual bloggers—so that your forms are already in place and ready to go when the need arises. Start building this network right now, don’t wait!

Launch a campaign that targets those technically savvy supporters who are most likely to have a website on which to feature your rapid response form. Use Facebook and Twitter to point them to your rapid response form. Be sure your form has the snippet of code for them to embed on their site featured prominently. Ideally, the snippet should be right next to your share buttons for Facebook and Twitter, so all users have to do is copy and paste.

To increase the number of people who distribute your form, customize the content for each audience. For example, if your organization’s mission is animal wellness, create a form that features kittens for cat lovers and another with puppies for dog lovers. Targeting your content will widen your audience and increase the overall exposure for your rapid response form.

Ways to Use a Rapid Response Form

Obviously, you can use a rapid response form to ask for donations, but that is only the beginning. Your new form has all the potential power of a grassroots, distributed information network. Other ways you can use your form include:

  • Political activism – encourage supporters to contact their representatives to speak out against potential funding cuts or other legislation
  • Activate community action – Flash mob at 12:30 at City Hall!
  • Information alerts – think news alerts; when something is happening right now that your supporters need to know about immediately
  • Generate matching gifts – We need another $2000 by 5pm to qualify for that big match from the Mr. & Mrs. Rich Foundation!

Now that you know the basics of creating a rapid response campaign for your organization, how will you put it into practice? Share your ideas!

Want more examples?

I love this story from NTEN about a Marfa radio station’s Facebook page becoming a hub for community alerts and info.  The key is to have your network in place BEFORE the emergency. Read these related articles and let me know what you think.

Related articles:

http://www.nten.org/blog/2011/09/19/how-simple-facebook-strategy-can-turn-crisis-community

http://forums.techsoup.org/cs/community/b/tsblog/archive/2011/09/16/cool-app-roundup-apps-for-disaster-and-emergency-situations.aspx

Get the Word Out: Event Fundraising Using Social Networking

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This article was originally published by Fundraising Success in September 2011

 

Get the Word Out: Event Fundraising Using Social Networking
By Stacy Dyer

Fundraisers know the key to successful special events is good attendance. A well-attended event garners not only more revenue from registration fees or ticket sales, but also broader exposure for your cause to your community and their networks.

But, event fundraisers are on a hard deadline. Unlike an annual campaign or endowment drive –which can be ongoing throughout the year – in order for supporters to participate in your special event, they must be aware and take action before the big day.

How can you best spread awareness to as many potential supporters as possible when you have limited budget and resources? Leverage social media to get the word out quickly and efficiently throughout your nonprofit’s network.

In The Networked Nonprofit, authors Beth Kanter and Allison Fine write, “Networked Nonprofits work as social networks, not just in them.” According to Kanter and Fine, by connecting individuals with common interests and goals, nonprofits create an ecosystem of organizations and people eager to help.

And, by utilizing “free agents” – individuals working outside the organization who can organize and raise funds – nonprofits can capitalize on the power of social media to get their message out.

Social Networks Disseminate Information

Individuals are more likely to support a cause when asked by someone they know, even if it is not a cause they would have otherwise supported. This is especially true if the audience you are trying to reach is Millennials.

According to the 2011 Millennial Donor Survey, a recent study from Johnson, Grossnickle and Associates (JGA) and Achieve, 56 percent of young donors between ages 20 and 35 report they get information about organizations to support from their peers.

The same study found that 33 percent of donors in the same age group learn about organizations to support from Facebook. Ninety-three  percent of those surveyed report giving to nonprofits in 2010. The power of social networks to disseminate information and motivate supporters to act is clear.

Case Study: Habitat for Humanity Winnipeg

While using social networks to maximize event fundraising may seem like a new concept, it actually is not. Habitat for Humanity Winnipeg is a nonprofit utilizing a team-based fundraising structure.

Since 1993, Habitat for Humanity Winnipeg has organized an annual special event called the Cycle of Hope.

“Riders journey 1,600 km and raise enough money to enable Habitat for Humanity Winnipeg to build a new, affordable home for a very deserving family,” says Heather Scott, the organization’s database and administration supervisor.

Each Cycle of Hope rider is required to raise a minimum of $2500 to participate. Habitat for Humanity Winnipeg encourages team members to tap into their own social networks for support.

“The cyclists said the easy-to-use, peer-to-peer fundraising tool we put in place made it easier for them to reach out to more people they knew,” explains Scott. “We also host about four meet-and-greets in the office, so new riders can talk to and learn from experienced riders. They discuss fundraising and other tips and techniques.”

The above-mentioned team members function as Kanter and Fine’s “free agents” for the nonprofit.

Enabling supporters with online fundraising tools they can share through their various personal social networks (email, Facebook, Twitter) is critical to Habitat for Humanity Winnipeg’s success.

“Using an online fundraising and event management tool made it very easy during the postal strike that occurred during this year’s Cycle of Hope,” says Scott. “Some supporters who would have normally mailed in cheques used the online system and I’m hoping they now see how effortless and quick it is to give in that way.”

Cycle of Hope participants can even embed special fundraising forms directly on their own blog or web site, allowing them to capitalize on people’s tendency to donate to causes their friends ask them to support.

“We raised $60,000 more this year over what we had hoped,” says Scott. “We received donations from all over Canada, the U.S., and Europe. In the past, I had only seen one donation come from overseas. Next year, I’m looking forward to seeing that market grow even more.”

The donors reached by these “free agents” may not have any particular affinity for Habitat for Humanity Winnipeg itself, or may not even live in the same country, but they have a great affinity to support their friends, so they contribute.

Social Media is a Contact Sport

As you can see, using social networks to increase support for an organization’s special events is quite powerful. If your organization has been sitting on the sidelines, now is the time to stand up and start engaging.  As Kanter and Fine say in The Networked Nonprofit, “Social media is a contact sport, not a spectator sport.”