Aaron Biddar, ThePort

[Ed. note: This article is part of NTEN's Member Appreciation Month spectacular. The most popular pieces will be featured in our newsletter. You can read all the details here.]

Nonprofit leaders are researching, comparing and selecting white label social media communities at an accelerating pace as we approach 2010. For nonprofits of every size, socially-enabled community tools are vital considerations. But ultimately, in evaluating communities, constituent engagement, collaboration and seamless integration drive decision-making.

Nonprofit Goals in Launching a Branded Online Community:

• Greater collaboration among constituents
• Increased membership retention and growth
• Acquiring new donors/boosting fundraising results
• Heightened participation in mission-related actions and causes
• Broadened turnout for special events/fundraisers
• Strengthened communication and marketing to supporters due to advanced database integration

Stage One: Initial Planning and Research

Define the Technical Considerations that Will Affect Performance

Your organization will face the same challenges before and after an online community deployment...fundraising...donor growth... engagement with supporters...healthy participation in causes . The list goes on.

How will your online community aid these different functions and roles?

Nonprofits should definitely consider the depth of integration your social media platform will offer with your existing databases:

• Do you want your community provider to offer seamless integration with your management systems so that your constituent data can be fully utilized?
• How deep does integration with your donor management system database need to run? Do you need to socially-enable these systems?

Which Current Programs Should You Socially Enable?

Make a list of the important initiatives you already have in place to engage your supporters. If these programs are effective and popular, chances are you can take them to greater heights with social media:

• Special events participation and fundraising
• Energizing mission-linked actions
• Group creation to leverage service-related activities
• Enhanced cause-related instruction/education
• Strengthened communication/messaging via blogging and announcements

Stage Two: Comparing Platforms and Costs

In the second stage of evaluating an online community deployment, comparing platforms and costs is essential. If you have a limited budget, for example, can you select an affordable platform that still provides real value for community members?

• Make sure you compare the level of industry experience your prospective software vendor possesses with organizations like yours
• Inquire about the level of support vendors offer in terms of a well-planned launch strategy
  Determine if the proposed platform offers full integration with your existing brand and web presence
• It is essential that full integration exists with your database management systems so that your staff can easily access constituent data and leverage it
• Does your vendor candidate work with nonprofit software leaders such as Convio and Blackbaud?
• Ask your candidates about open, flexible APIs. Will your deployment offer a suite of next-generation API modules?

Stage Three: The Buildout, Step by Step

Knowing what to expect prior to launching a white label community is essential. After you have chosen your online community provider, there is a process which takes place, beginning with your community configuration and continuing to deployment.

The next step should be to complete a detailed project specification. Look for an initial document that is in-depth yet flexible enough to incorporate critical changes.

1) Receive the Formal Configuration Document for the Community

Approve the specification elements as well as module positioning, advertising scripts and url/domain name. This is the outline for how your community will look and function when it is completed.

2) Create the Project Timeline

So that your vendor can furnish a detailed, accurate project specification, you need to think about some of your community’s critical elements.

3) Single Sign-On

If you are implementing Single Sign On, you will need a technical resource to work with your social networking community provider. Utilizing management systems from a provider such as Convio or Blackbaud will expedite the process.

4) Construction and Branding of the Community
Your provider should tailor the platform to your needs in terms of design, branding and functionality.

5) Community Walk-Through Followed by Q&A

Once construction is completed, give the community close scrutiny and a rigorous trial. Your provider should adhere to industry-standard Q&A and testing.

6) Final Review and Acceptance

Prior to deployment, you will have the opportunity to formally review your new community. When your team is satisfied, you will sign an acceptance certificate.

Final Stage: Deployment Strategy

1) Select the Right Time to Announce Your New Community’s Debut

Many organizations have had success by timing the launch of their communities to coincide with an important meeting or event. Annual meetings—with a strong buildup—can generate a great amount of enthusiasm.

2) Detail a Marketing Strategy that Leverages Social Networking Tools and Supports the Launch

Utilize community elements and networking opportunities in reaching out to potential constituents. Many nonprofits are implementing creative campaigns in networks such as Facebook and Twitter.

3) Before and After Launch, Furnish Incentives to Active Community Members

Making the most of a Points system can have a consistently positive effect on participation.

4) Your Vendor Should Provide Well-Rounded Admin Training

Whether your community staff numbers one or several individuals, all should attend important admin training sessions ahead of your community launch.

5) Seeding the Community...a Critical Consideration

Enlist the support and participation of every individual on your team to generate content for every corner of your new community. Be certain every page spotlights blog entries, comments, events posts, groups creation, forums discussions and photo/video uploads.

Conclusion

In exploring the advantages of white label social communities, your decisions about technology choices (including strong database integration) are indeed important. In the final analysis, however, it is not technology, but your organization’s mission that matters most. Employing the right technology is merely a means to an end.

At the least your nonprofit organization should expect a manageable, affordable, effective deployment to fully reflect its essential mission, values, and identity. A step-by-step approach should help you clearly define goals and stay focused on a successful launch.

Start with a commitment to meaningful research and carefully compare providers. Closely review individual phases of construction. Finally, formulate an effective deployment plan for your new community and incorporate an effective marketing strategy.