Learning from Weblogs: Nonprofits Online
By Tom Watson, 04/08/04 at onPhilanthropy.com.
More and more of us are getting news and information from Weblogs, a catch-all term for personal journals and collections of links and briefs on the Web....And while an open Weblog may not be the right tool for every nonprofit, there are a few good lessons nonprofits can take from the growing phenomenon.
As more of us blog, the value of it grows, just as the value of telephones grew as more and more people had access. A blog is a conversation, and by linking to one another, we can model what we espouse: an open network of mutually supportive people working for the good others. In an era when nonprofits and foundations are asked to be more accountable and transparent, blogs from top people inside such organizations might be a step in the right direction. Two-way conversation builds reciprocity and trust. It acknowledges the humanity of the other. By contrast, one-way conversation through formal speeches, public relations, and annual reports may distance nonprofit leaders from the public whose interest they serve, and from emergent constituencies who look to them for leadership.