Revised with new information as of June 16, 2020



by Jayne Cravens
More resources at coyotecommunications.com & coyoteboard.com (same web site)

Use Your Web Site to Show Your Accountability and
To Teach Others About the Nonprofit / NGO / Charity Sector!

 
The number and tone of media stories regarding nonprofits and international aid agencies and how they spent contributions in the wake of major events almost always turns ugly. The Black Lives Matter-affiliated groups in 2020, the groups associated with helping after the terrorist attacks on September 11, 2001, Hurricane Katrina, recovery efforts in Haiti, recovery efforts in Puerto Rico, Hurricane Sandy and various other disasters over the last 20 years - all eventually, often suddenly, face scrutiny about how much money they raised versus how much money they dispersed, how they dispersed those funds, and how much money they actually raised.

Sometimes the criticisms are legit. Sometimes, they aren't. Either way, the result is that people lose trust in nonprofits, charities and non-governmental organizations (NGOs). It contributes to the ever-growing misconceptions about the role of nonprofits in the USA and beyond, and this could fuel local, state and national movements against nonprofit organizations.

Not-for-profit organizations, non-governmental organizations/NGOs, grass roots organizations, schools, and other mission-based organizations MUST use technology to show their transparency and credibility, and to teach the media and general public about the resources and expertise needed to address critical human and environmental needs.

To start, make sure that your organization's web site CLEARLY states:

That's the minimum you must do to establish your organization as credible and accountable. But there's even more you can do :

Also, on your web site, in presentations, and in your funding proposals, TALK ABOUT THE DIFFERENCE TECH MAKES in your organization's work. Be as graphic and detailed as possible. How does the copy machine help meet your organization's goals and serve more people? What about computers and Internet access for all staff? What software is used by staff to help your nonprofit reach its goals, and why is it fundamental to your organization's success?

Let the public (and, hopefully, the media) understand that administrative activities are absolutely essential to help your organization serve even more people, do even more with donations, and engage in even more activities to meet the stated mission of the organization.

If your program has been in the news a lot and is seeing an onslaught of donations, increased requests for service, etc., you need to be ready for increased scrutiny, especially about your finances. 

In addition: track your online profile. For instance, go to Google or any other online directory system and search for your organization's name, the name of your organization's executive director, your web address, or key phrases, such as:

Doing these kind of searches can help you to see how easy it is for someone looking to volunteer with, donate to or contact an organization with a particular focus to be able to find you online. It also will give you an idea of how many web sites are linked to your organization's site, and what the media and other publications may have said about the head of your organization. You may find criticism or praise from a volunteer, donor, or client about your organization that you will want to address.

Also see:

 
See more resources re: Outreach & Engagement, With and Without Technology
 
 


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