As we found in our interviews, some foundations are embarking on bold innovations; some are taking baby steps; others are waiting to learn more about where it is all leading. Most foundations are thinking about the implications of a changing world, the opportunity it presents and the challenges of adapting to the times.
There seems to be broad acceptance that the rules of the game have changed and foundations will, eventually, adapt in ways that advance their mission. There is also significant optimism that the changes present an opportunity, and foundations stand to gain more in influence and relevance than they lose in message control and privacy.
Recommendations
for Getting Started
Based
on what we learned from these interviews, there are a few rules of the
road that foundation communicators can keep in mind when weighing the
Web 2.0 landscape. The good news is that getting started has less to do
with specialized knowledge or technical skills and more to do with leadership
skills:
Assess
your organization’s appetite for innovation.
Identify internal support among leadership and program officers. Assess
how much internal educating you will need to do. Identify organizational
values or priorities that are consistent with Web 2.0 communication. Note
where online conversations relevant to your foundation are already taking
place, with or without you.
Recognize
and garner the resources it will take.
Identify the technology upgrades that you might need to bring your organization
and its Web presence up to date. Assess current staff capacity and identify
areas where training, realignment of priorities, or new positions are
needed.
Build
internal allies.
Begin by identifying program staff that may be receptive to experimentation.
Certain Web 2.0 tools can be useful marketing opportunities to promote
a given project, program or new initiative. Educate foundation leadership
on the organizational benefits of innovation, and the risks of inaction.
Point to other organizations that have been early movers, and learn from
their experiences.
Be
strategic.
Don’t lead with the tool. Start with the foundation’s goals
and priorities. Identify the story you want to tell to achieve those goals.
Identify the audience you want to reach; remember that the foundation
is not the audience. Choose a Web 2.0 technology or tool only if it will
help you tell the story.
Leverage
the great work of others.
Most of the best Web 2.0 tools you will need have already been built and
employed by other organizations. There is no need to reinvent the wheel.
Go
slowly and build on successes.
It is never too late to start, and you can start small. Do a small experiment
or pilot program for a specific period of time and stop to reassess. Try
something for a few weeks, then pause to evaluate.
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