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Social Change and the Connected Age

Connectedness does not come from technology but is facilitated and strengthened by it. The greatest challenge for nonprofit organizations and their leaders in the connected age is recognizing that using social-media tools is easy compared with adopting a new mindset for social change. Today, nonprofit groups are part of a larger network or ecosystem of people, organizations, resources, and information. Relying on old-fashioned, top-down management approaches for setting activist agendas and designing fund-raising and volunteering efforts will lead inevitably to disappointing results. Power is shifting from institutions to individuals throughout society. We have seen what happens when people can barter and sell goods without a middleperson on eBay, and when we can watch what we want, when we want, through YouTube. The same sorts of shifts are happening quietly in the nonprofit world. Anyone can create and post a video of what they think their Congressional representatives do all day as part of the "Congress in :30 Secs" campaign organized by the Sunlight Foundation. Volunteers can document the connections between campaign contributions and legislation as part of the Genocide Intervention Network. Donors can pick a school and a specific project to support as part of the DonorsChoose Web site. Successful connected-age organizations are those that facilitate broadly representative networks of social activists — not necessarily organizations with the biggest membership lists or the most money in their coffers. These days, young people, in particular, are not likely to join behemoth membership organizations. Instead, they go online to express their views and instantly connect with individuals and communities interested in their issues and concerns. They also self-organize for social action as so many did in joining the immigration marches last spring.

SocialToo can help you be a social networking power user. Keep your follower lists in sync across networks, and get daily updates. Send surveys to your followers and more! All we need is a SocialToo login, your Twitter ID and an e-mail address.

The Chronicle's current issue includes an examination of how some nonprofit groups are using the social-networking site Twitter to raise awareness and money: http://philanthropy.com/free/articles/v21/i09/09001401.htmAs an extension of that story, I'd like to use this forum as a place to collect a list of charities, foundations, and others in the nonprofit world that are using Twitter. Please feel free to share the name of your group and your Twitter handle -- and share some info on how you are using the tool for your group.And we won't even limit you to 140 characters.