Charities advised to use new media strategically

Finance | 1 Nov 2006

Charities are taking advantage of the latest technologies to change the way they campaign and consult, but they must think strategically about how best to exploit such opportunities, according to a new report published by NCVO and the ICT Hub in partnership with the Hansard Society.

ICT Foresight summarises responses from almost 300 senior charity managers, and shows that organisations are increasingly using webcasting and blogs, and utilising online and email discussion forums to be more effective, accountable and reactive.

Karl Wilding, head of research at NCVO, believes charities cannot ignore such developments. '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.

He continued: '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.'

Ross Ferguson, eDemocracy programme director at the Hansard Society, added: '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, while ensuring that budgets and strategy don't veer off course.'

Directory: ICT Hub | National Council of Voluntary Organisations (NCVO)
Who's Who: Karl Wilding

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