Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


NFPs must incorporate social media strategy at board level

NFPs must incorporate social media strategy at board level to succeed

9 July 2014

While many Not for Profit organisations (NFPs) consider social media to be an important channel to deliver their communications and fundraising goals, few incorporate social media as a core strategy to capitalise on interactive opportunity to engage with new communities, according to a new report from Grant Thornton, 'Growing communities: How charity leaders govern social media globally to thrive online'.

The report draws on insights from interviews with charity chief executives from around the world, including New Zealand, Australia, Canada, Ireland, the UK and the US and reveals how they are using social media to deliver to their beneficiaries.

Brent Kennerley, Head of Not for Profit at Grant Thornton New Zealand says the report highlights a real need for board-level understanding of social media.

“Social media is a game changer. NFPs looking to engage with a more technology literate audience need to harness the power of this rapidly evolving environment. Without an informed social media strategy – and the internal governance and operations to support it – funding availability could erode.

“Some NPFs have made great progress and these pioneers will reap the benefits. However, there is currently a social media knowledge gap at senior levels in charities worldwide – the very people expected to govern the opportunities and risks to achieve their charity’s goals.

“The report demonstrates that senior executives within NFPs need to consider a range of questions regarding their social media interaction, especially in five key areas: strategy, governance, education, risk and measurement. NFP leaders also need to be asking their operational teams key questions, to ensure the resources invested in social media deliver greatest value to their beneficiaries.

New Zealand Aids Foundation CEO, Shaun Robinson, says his organisation has achieved great results thanks to a total board buy-in and a social media strategy that is worked into their communication plan, with an expense line for each delivery channel.

“Our board set a plan back in 2009 to specifically move to social marketing in which social media is a key tool and they are very engaged. We can easily see the benefit,” he says.

Kennerley added: “More NFP’s need to be adopting this approach. From documenting policy to informal training and measurement tools, there needs to be a real emphasis on practical advice and shared learning,” he said.

Find out more by using the hashtag #NFPsocialmedia or by downloading the report here.

'Growing communities: How charity leaders govern social media globally to thrive online' is a report produced by Grant Thornton. Compiled using interviews between 17 charity chief executives and Grant Thornton Not for Profit specialists, it provides clear advice for board members and senior management of charities. The interviews took place in Q1 and Q2 2014 and are backed up by commentary and analysis from Grant Thornton.

“Grant Thornton” refers to the brand under which the Grant Thornton member firms provide assurance, tax and advisory services to their clients and/or refers to one or more member firms, as the context requires. Grant Thornton International Ltd (GTIL) and the member firms are not a worldwide partnership. GTIL and each member firm is a separate legal entity. Services are delivered by the member firms. GTIL does not provide services to clients. GTIL and its member firms are not agents of, and do not obligate, one another and are not liable for one another’s acts or omissions.

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Media: Julian Wilcox Leaves Māori TV

Māori Television has confirmed the resignation of Head of News and Production Julian Wilcox. Mr Maxwell acknowledged Mr Wilcox’s significant contribution to Māori Television since joining the organisation in 2004. More>>

ALSO:

Genetics: New Heat Tolerant Cow Developed

Hamilton, New Zealand-based Dairy Solutionz Ltd has led an expert genetics team to develop a new dairy cow breed conditioned to thrive in lower elevation tropical climates and achieve high milk production under heat stress. More>>

Fractals: Thousands More Business Cards Needed To Build Giant Sponge

New Zealand is taking part in a global event this weekend to build a Menger Sponge using 15 million business cards but local organisers say they are thousands of business cards short. More>>

Scoop Business: NZ Net Migration Rises To Annual Record In September

New Zealand’s annual net migration rose to a record in September, beating government forecasts, as the inflow was spurred by student arrivals from India and Kiwis returning home from Australia. More>>

ALSO:

Scoop Business: Fletcher To Close Its Christchurch Insulation Plant, Cut 29 Jobs

Fletcher Building, New Zealand’s largest listed company, will close its Christchurch insulation factory, as it consolidates its Tasman Insulations operations in a “highly competitive market”. More>>

ALSO:

Scoop Business: Novartis Adds Nine New Treatments Under Pharmac Deal

Novartis New Zealand, the local unit of the global pharmaceuticals firm, has added nine new treatments in a far-ranging agreement with government drug buying agency, Pharmac. More>>

ALSO:

Crown Accounts: English Wary On Tax Take, Could Threaten Surplus

Finance Minister Bill English is warning the tax take may come in below forecast in the current financial year, as figures released today confirm it was short by nearly $1 billion in the year to June 30 and English warned of the potential impact of slumping receipts from agricultural exports. More>>

ALSO:

Auckland Outage: Power Mostly Restored Overnight

Vector wishes to advise that all but 324 customers have been restored overnight. These customers are spread throughout the network in small pockets. The main St Johns feeder was restored around midnight allowing most of the customers in all affected areas to have power this morning. More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand

Mosh Social Media
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news