User-generated Content - Power to the People
From Brand Republic, August 25, 2006, in an article entitled User-generated content uncovered: Power to the people:
By getting involved in user-generated content, you can get people more involved in your brand than they ever have been before, increase their loyalty, even make them your brand advocates. And you can find out exactly what they think about your product. For brands, this means a change from traditional marketing methods such as advertising to getting involved in dialogues with consumers.
The same applies to non-profit organizations, who need to better utilize the internet and maturing "Web 2.0" tools that facilitate social networking and media distribution, such that they elevate their ability to connect with a global community that can provide for them financial sustainability for operations and growth.
It is imperative that solutions are found addressing the problem of non-profits being in constant financial survival mode, where an Executive Director might find herself fundraising 80% of the time, rather than focusing on her core competency of effective positive change in the world.