Using Technology to Effectively Communicate Your Message
By Shabbir Imber Safdar, Virilion Inc.
Modern non-profit organizations are moving beyond the tried and true techniques of snail-mail newsletters, in-person seminars and office visits. The widespread use of technology means there are now more avenues available for non-profits to reach their constituents.
Most of the population has either e-mail/Internet access or cell phones capable of receiving text messages. Using the very low-cost tools identified below, non-profits can communicate with their audiences on a regular basis, providing health tips, event updates and fundraising opportunities.
Text Messaging Through Cell Phones:
The pervasive presence of cell phones makes them an ideal tool for reaching patients, donors, staff and volunteers at any place and any time. Though generally restricted to about 140 characters, text messages can be utilized to spread small amounts of information to a large number of people with minimal time, money and effort.
Many non-profits have started using Twitter (www.twitter.com), a free tool that allows users to create a text messaging list and use it to distribute short messages to specific audiences with common interests or needs. Individuals can be recruited to signup to these text messaging lists online, through a direct mail campaign or at events. Once signed up, organizations can reach out to these individuals by sending periodic text messages covering a variety of topics. Some samples of messages may include the following:
- “Remember to Register: 4th Annual Diabetes Conference, September 12”
- “Protect insulin and test strips from extreme heat and cold.”
- “Reminder: Call your breast cancer screening buddy today.”
Communicating Through E-mail:
Almost everyone has a cell phone, but when organizations need to move beyond brief messages, they can schedule regular e-mails to contacts containing important news and reminders.
E-mail costs nothing to receive, and with a low-cost e-mail provider such as Constant Contact (www.constantcontact.com), organizations can send e-mail to hundreds of people for as little as $15 per month. The Constant Contact tool is easy to learn and requires little technical knowledge. By utilizing these on-line tools, organizations have the ability to compose and send high quality e-mail messages without hiring additional staff or costly consultants.
Publishing a Web Site:
An informative and professional Web site adds credibility to an organization. Publishing a Web site is made easy by using popular tools like Wordpress (www.wordpress.com) or Typepad (www.typepad.com). These tools are user friendly, allowing staff with little technical knowledge to maintain a complex Web site containing regularly updated information.
Prior to launching a site, organizations should consider publishing basic information first, and then trying to assess what the needs of its community are before plunging into the task of writing content to post on the site.
Summary:
New technology now has the ability to reach almost every member of our community, and many of these methods are inexpensive for both the organization and the receiver. Consider what they can do for you in extending the reach of your organization’s expertise beyond just the traditional methods.
Shabbir Imber Safdar is the founder of Virilion, a ten year old digital public affairs firm that helps non-profits and Fortune 100’s educate, recruit, and activate their supporters using digital media. More information at www.virilion.com.
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