I was happy to find a relevant and recent article advocating the use ofcial media for voluntary organisations.
Abstract: There is potential for nonprofit organizations to increase effectiveness
by mobilizing social media to help achieve goals. However, the sector is only just
becoming aware of the possibilities for social media and lags behind other sectors in
its use. We report a New Zealand initiative to enhance the capability of nonprofit
organizations through action research that has implications for nonprofit organizations
elsewhere. Borrowing from resource mobilization theory, we introduce the
concept of resource mobilization chains to explain the requirements for and
obstacles to taking advantage of social media. A survey and two in-depth case
studies found that nonprofit organizations demonstrated extremely limited familiarity
with and use of social media. Participants were enthusiastic about the potential
of mobilizing social media to achieve organizational goals, but struggled to take
concrete steps to implement their aspirations. Lack of resources was a key obstacle
identified in both survey and case study research