I've been thinking a lot recently about how nonprofits should divide their time spent in online communications. We all in the nonprofit tech space tend to focus on how nonprofits can get rewards by effectively investing more time and energy into specific types of communications - email, social media, or websites, for instance. . But for most nonprofits, especially smaller ones, doing more of one method means doing less of another, meaning that the decision as to what
you do, and not just how you do it, is a critical one
I would propose the following "Online Communications Pyramid" (this is from a slide that's in both our Online Communications on a Shoestring and our Considering Social Media seminars). The idea here is that you should have relative comfort at each step before moving to the next.
Until your computers are networked and backed up, for instance, you should concentrate on that before looking at other things. Until you have at least a basic website presence, there's no point in devoting a lot of energy to email or social media techniques.
Perhaps more controversially, I would also say that about email vs. social media. I think that until you're making solid use of email, it makes more sense to focus on developing a strong strategy there than to look at things like social networks or viral techniques. Email has proven itself as a high bang-for-the-buck method - most social media methods are still considerably more of a gamble.
What do you think of the pyramid?