What Does the Explosion of User Generated Content Mean for Nonprofits?

eMarketer estimates there were nearly 116 million US user-generated content consumers in 2008, along with 82.5 million content creators. Both numbers are set to climb significantly by 2013. Perhaps it shouldn't have been a surprise that this year’s favorite SuperBowl commercial wasn't made by a high paid Madison Avenue marketing firm, but instead by two guys from Indiana who entered their video into a contest and surprised everyone, maybe even themselves when it received such a positive response. So, what does all of this user generated stuff mean for nonprofit organizations?

 

Last summer I spoke to a group of nonprofit leaders, and in an effort to get to know the audience, I asked a series of quick questions.  Which of your organizations are on Facebook? Which of you are using online fundraising tools? Are any of you blogging? Are you engaging your donors and volunteers in online discussions? You get the idea. I was surprised when a woman I met just before the session from a prominent nonprofit in a large city in Florida (and, I’m protecting the innocent here) didn’t raise her hand. I said "surely your organization in Broward County has a presence on Facebook, let's check it out."  And right there, I brought up the Facebook page of her organization - with her logo, and a community of about 200 plus members who were writing on the wall, talking about their experiences, and using the space as a place for conversation.  Her reaction went something like this...."WHAT?!?! That's my logo, and I didn't authorize anyone to use it for Facebook." Welcome to Web 2.0.

 

If you’re thinking about venturing down the road of opening up and embracing user generated content here are some things to consider.

 

There can never be too many cooks in the kitchen. Don't forget to ask your users/constituents/members/donors to tell their story, and get your staff involved too. This could be in the form of video, photos, or blogging -- just make sure to open up the line of communication, you might be surprised by who shows up. 

 

Don't worry about relinquishing some of the control.  Your donors and volunteers can be your biggest advocates, largest sources of stories and your most valuable asset. Relinquishing some of that control can feel risky, but in the end let the community speak for itself.  If you’re doing things right, one bad apple won’t ruin the discussion, instead your community will take control and set him straight. Which leads me to my next point...

 

It's ok if things are a little messy. An authentic voice, even if it's not exactly on message can speak volumes about a program, and can inspire people in ways that a slick brochure or fancy website cannot.

 

Have any good stories about your experience with user generated content? Please let us know - and share other tips and tricks for those who are about to take the leap.