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The Networked Nonprofit: Connecting with Social Media to Drive Change

ISBN: 978-0-470-54797-7
224 pages
June 2010, Jossey-Bass
The Networked Nonprofit: Connecting with Social Media to Drive Change (0470547979) cover image
The Networked Nonprofit Connecting with Social Media to Drive Change

This groundbreaking book shows nonprofits a new way of operating in our increasingly connected world: a networked approach enabled by social technologies, where connections are leveraged to increase impact in effective ways that drive change for the betterment of our society and planet.

"The Networked Nonprofit is a must-read for any nonprofit organization seeking innovative, creative techniques to improve their mission and better serve their communities."
Diana Aviv, president and CEO, Independent Sector

"The Internet means never having to ask permission before trying something new. In The Networked Nonprofit, Kanter and Fine show nonprofits how to harness this flexibility to pursue their missions in partnership with two billion connected citizens."
Clay Shirky, author, Here Comes Everybody: The Power of Organizing Without Organizations

"The Networked Nonprofit uniquely describes the historical context and the current challenges that compel nonprofit leaders to work in networked ways and offers easy steps to help users exploit the potential of social media and 'working wikily."'
Stephanie McAuliffe, director, organizational effectiveness, The David and Lucile Packard Foundation

"A must-read for nonprofit leaders who want to change their organizations from the inside out by embracing the power of social networks."
Charlene Li, founding partner, Altimeter Group; author, Open Leadership; and coauthor, Groundswell

"This is a perfect handbook for anyone who wants to leapfrog their current limitations of understanding and find real-world applications of technology to extend their mission."
Michele Nunn, CEO, Points of Light Institute, and cofounder, HandsOn Network

"Kanter and Fine provide the 'Google Maps' for nonprofits to harness social media to kick butt and change the world."
Guy Kawasaki, cofounder, Alltop.com, and former chief evangelist, Apple Inc.

"URGENT! Read this book. Take notes. Take action. If you work for a nonprofit, you don't have to do every single thing these seasoned authors have to share, but you certainly have to know what you're missing."
Seth Godin

Register at www.josseybass.com/emailfor more information on our publications, authors, and to receive special offers.

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Figures and Tables v

Foreword vii
Randi Zuckerberg

Preface xi

Acknowledgments xvii

The Authors xix

ONE Introducing Networked Nonprofits 1

TWO Nonprofit Challenges and Trends 11

PART ONE How to Become a Networked Nonprofit 23

THREE Understanding Social Networks 25

FOUR Creating a Social Culture 41

FIVE Listening, Engaging, and Building Relationships 59

SIX Building Trust Through Transparency 73

SEVEN Making Nonprofit Organizations Simpler 87

PART TWO What to Do as a Networked Nonprofit 103

EIGHT Working with Crowds 105

NINE Learning Loops 121

TEN From Friending to Funding 135

ELEVEN Governing Through Networks 151

Conclusion 163

Notes 167

Glossary 181

Resources 189

Index 193

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Named one of the most influential women in technology by Fast Company and one of BusinessWeek's "Voices of Innovation for Social Media," Beth Kanter is the author of Beth's Blog: How Nonprofits Can Use Social Media (http://www.bethkanter.org) and the CEO of Zoetica.

Allison H. Fine is the author of Momentum: Igniting Social Change in the Connected Age, which was the winner of the 2007 Terry McAdams National Nonprofit Book Award.

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Presentation "Using Social Media to do More with Less": http://networkednonprofit.wikispaces.com/Using+Social+Media+To+Do+More+With+Less
"A compelling book on how nonprofits can effectively utilize social media to help organizations to grow, change, and succeed. With deep knowledge and experience, the authors use narrative and examples to show how nonprofits can become networked and also engage people in shaping and sharing their work." (FastCompany.com, August 2010)

"Kanter and Fine have been experimenting with social media for years. They have worked with numerous nonprofits to learn how networked organizations operate and to educate others to the benefits of social media within a context of social change" (About.com, July 26, 2010)

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July 14, 2010
The Networked Nonprofit: Connecting with social media to drive change

San Francisco, CA – If Facebook and Twitter have become virtual marketing goldmines, why are so many nonprofits behind the eight ball when it comes to social media? Organizations like Catholic Relief Services have just over 4,000 followers on Twitter. Meanwhile, UNICEF can now claim over 100,000. The fact is that nonprofits will not be relevant if they are not present on social networks. But who will help them get up to speed in this new, social world?

As featured in the Huffington Post on June 9th (http://huff.to/b8PcA2), The Networked Nonprofit: Connecting Media with Social Change (Jossey-Bass; 978-0-470-54797-7; July 2010) by Allison Fine and Beth Kanter makes sense of the existing mishmash of data, blogs and books about social media in a connected world and social change and applies this knowledge specifically to social change organizations. It offers a set of guiding principles to help leaders navigate the transition from top-down organizations to a networked approach. Each chapter provides specific strategies for implementation and “secrets to success” according to activists who have learned how to use new social media effectively themselves.

The Networked Nonprofit begins with an introductory chapter, “Introducing Networked Nonprofits” which defines Networked Nonprofits and describes the social media revolution and the myths that have stopped too many nonprofit executives from engaging in it. The first part of the book begins with “How to become a Networked Nonprofit”, focusing on how organizations must operate to use social media successfully and effectively. The second part of the book, “What to do as a Networked Nonprofit” describes the way organizations can work when structured this way. Each chapter ends with Reflection Questions to help the reader start internal discussions about that chapter’s topics.

“Making the shift from an organization to one that works in a networked way both inside and outside of institutional walls is not a one-step process,” says co-author Beth Kanter in her recent Huffington Post blog (http://huff.to/a4G6Mx). In order to be successful managing social change today, nonprofit and change leaders need to transition their thinking and orientation from managing organizations to participating in and managing social networks.  The Networked Nonprofit provides a framework for nonprofit leaders, managers, staff, philanthropists, donors and foundations to make this shift.

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