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NGOs must improve web strategies
StumbleUponBlogs, webcasting and online discussion groups are changing the way charities campaign and consult, according to a new report. But the report reveals that there is also a real need for charities to think more strategically about how to exploit other new opportunities presented by online tools
Blogs, webcasting and online discussion groups are changing the way charities campaign and consult, according to a new report published by the National Council for Voluntary Organisations (NCVO) and the ICT Hub in partnership with the Hansard Society.
The new report, ICT foresight: campaigning and consultation in the age of participatory media, draws on a survey of almost 300 senior charity managers, to reveal that charities, NGOs and campaign groups are experimenting with new ways of using Information and Communication Technology (ICT) to engage individuals and stakeholder groups to campaign and lobby for social and political change.
The findings highlight that people are shifting their attention from conventional forms of new media, such as websites, to newer forms, such as web casting and blogs. NGOs are also increasingly using online and email discussion forums to be more effective, accountable and reactive. This enables charities to demonstrate a collective voice, pass on views to policy makers and influence otherwise distant organisations.
When asked which ICT applications they would adopt in the
next five years, the responses from charities were:
- 39% online discussion forums
- 32% video conferencing
- 30% email discussion group
- 22% blog
- 14% podcasting
- 12% website
However, the report argues that there is a real need for charities to think strategically about how to exploit the other new opportunities presented by ICT.
Karl Wilding, Head of Research at NCVO, said:
“More and more people are using websites like Myspace and Youtube to have their say and for their voices to be heard. Charities must exploit these mediums to create powerful campaigns and more transparent consultations. Websites that do not allow any interactive engagement and space for people to contribute ideas or have a voice will soon no longer be enough.
“New media is strengthening charities’ political campaigns, but NGOs need to think strategically about how to integrate these applications into their current campaign activities. You cannot simply bolt them on to existing working practices and expect to engage younger, more media-savvy supporters. “
The homelessness charity, Crisis, provides a particularly innovative example of using new media to inject impetus into the homelessness issue. During the 2005 General Election its aim was to get the issue on both broadcasters’ and political parties’ agendas and to encourage public debate. The blog JamiesBigVoice.com was set up - authored by an ex-homeless member of the public - and people were invited to have their say on the campaign. The blog gained significant coverage in the mainstream media and succeeded in encouraging debate.
Ross Ferguson, eDemocracy Programme Director at the Hansard Society, said:
“In our research we picked up on some interesting parallels between the third sector, parliament and central government. For example, all have expressed concern about how they can keep the public engaged, and all have a visible but flat presence online. Tapping in to emerging Web 2.0 technology can provide a way of encouraging the public to participate, whilst ensuring that budgets and strategy don’t veer off course.”
Further information and discussion of the report can be found on the NCVO ICT Foresight blog.
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