I do think with individual nonprofits–and the less funded causes–the primary concern then can become the economics of time–just who has the staff time/energy/resources to devote to really telling the story, and whether that comes into play.

Just some of the things I wonder about in terms of communications and how the changing landscape of media is impacting nonprofits, giving and foundations.

And have now perhaps strayed way, way too far away from the original topic, but enjoyed the discussion nonetheless…definitely got me thinking.

Lisa

Here’s a question: Who in this field is currently telling a good story? Kiva jumps to mind. I’ve done only minor homework, but I have a sense, from the story I tell myself about them, that people who use Kiva are the kind of people I’d want to be like. I’ve read plenty of criticisms of microfinance and the logical part of my brain tells me that Kiva may or may not be the most effective use of my philanthropic dollars. But the story they tell is so authentic (meaning that they deeply believe in what they are doing) that I want to buy what they’re selling.

As a huge fan of the democratizing potential of the blogosphere, I couldn’t agree more, and hadn’t thought of this in this way before you raised it.

Exactly what you stated is a piece of its most inherent value, I think, in that it won’t necessarily be the glossiest brochure that will “win” anymore, but the true story that’s able to stand up to the open, diverse, and inclusive discussion and critisism that this forum offers (and allows).

I remain optimistic right with you…that PR and communications will remain a key aspect of raising awareness and inspiring action, while the ever democratizing manner of how we communicate demands, as you say, greater story telling (which I think is a natural offset of the truth, mixed with a twinge of talent) and the most compelling work.

Which is, after all, what should be heard most above the fray in any case–we hope.

It’ll be interesting to see how this all plays out, and if what we now come to think of as PR and communications–in the glossy sense of marketing–will really become about story telling and the basics of the work. I do hope so, but wonder still how the economics of it all will play into this.

And, I guess, what I’m getting at, is what medium will continue to hold the greatest legitimacy–at what point blogs and the Web will trump the more expensive, printed marketing campaigns/materials out there.

Perhaps they already have in certain markets.

Which then breaks the economics of it down into branding and marketing–and the question being whether good story-telling and “the truth” will always prevail even over the most expensive, most elaborately created of marketing campaigns or brand IDs in the nonprofit sector, when that hasn’t necessarily played out in the corporate world.

You’re right though–I do think we have more reason now to be optimistic than ever before.

Lisa

The barriers to broadcasting your point of view are so low (via blogs and such) that any nonprofit or philanthropic entity that is successful at promoting a poorly performing program via PR will quickly be exposed by people in the know who are aware that the story isn’t authentic.

That’s why I think “story telling” is key. Two people can tell a story with the same key facts, but the good story teller will keep you in rapt attention and you’ll remember and act on what they’ve told you. But even great story tellers can’t turn a poor set of facts into a great story without lying. And lying gets found our fast in a world of blogs and other cheap, instant broadcast communication.

And I think it will play an ever increasingly more important role as the nonprofit sector explodes, and it becomes harder and harder to determine what really are the best strategies for change and where the impact is. It’s a completely legitimate, important aspect of public awareness and for inspiring action, in my book.

The only question that I think will become ever more important is that of equity–and how funding will largely determine the ability of foundations and certain strategies to promote themselves–which is very different from establishing those which are actually the most effective. (Going to be fun to watch too how the blogosphere–a pretty much “free” forum for publicity and idea sharing–will play into this.)

Anyway, an example of this that comes to mind is the ABC strategy for AIDS prevention in Africa–whatever one thinks about it, one can see it as an example where perhaps the PR got ahead of the impact/effectiveness and not all avenues for the best change (especially when viewed through a gender lens) were explored.

But I digress. In any case, thanks for raising this–I do think it’s going to be an ever more increasingly important point as the social change sector advances onward.

Lisa