Can social media add sparkle and revitalize Oxfam

                       This week blog will identify and discuss some of the major benefits and value levers associated with implementing Enterprise 2.0 in Non-profit institution and non-governmental organisations. With align to McKinsey Global institute report.

According to McKinsey  report, it mentions that examining leverage areas for non-profit organisations are a quite different. Due to the fact of their nature and characteristics they are more socially oriented than the business ones. The task is to show how some of these value levers may apply to a selected organisation which is this case is OXFAM international.

Oxfam

Oxfam is an international confederation of 17 organizations networked together in more than 90 countries, as part of a global movement for change, to build a future free from poverty.

They work directly with communities by seeking to influence the powerful to ensure that poor people can improve their lives and livelihoods and have a say in decisions that affect them.

In McKinsey report, it point out nine social sector value levers from which is categories under four main areas of  leverage:

  • Collecting information and insights.
  • Mobilizing resources (including fundraising).
  • Executing mission.
  • Organization wide-levers.

In Oxfam case the collecting information and insight and mobilizing recourses are been applied strongly.

Oxfam uses popular social media sites like twitter and Facebook to gather information about any issues and crisis around the world or regional through their regional organisation. In twitter they use #hash-tags about recent crisis for people to chip-in and give feedback and insight about what real happen on ground and what their solution. Oxfam also use YouTube on top these technologies to crowd-sourcing knowledge from a wide group of people to solve some issues in hand, where donors and volunteers contribute their expertise for solving problem or executing missions.

This will add valuable information to the pool of knowledge and make better and useful volunteers’ participation. They also joined these technologies on GROW page for the critical and up to date cases to get as much involvement as possible.

GROW_logoGrow_capture_OXFAM

Oxfam also use social media networks to mobilize resources and efforts in regards to their social work. The use their online presence to fundraising and increase donations by explaining more about the crisis in real time and what is needed. They use broadcast videos about cases, causes and crisis happening or waiting to be happened in order to seek and expand their volunteers’ network and retaining support.

Oxfam engagement with social media offers many benefits in support of these goals:

  • Learn what their supporters are saying and sharing about our organization.
  • Drive traffic to our various web properties — websites, blogs, etc.
  • Drive visitors to online donation pages.
  • Enable supporters to distribute messages about the Oxfam organization through their social web presence.
  • Empower their most passionate and powerful supporters to promote the organization.
  • Enable grassroots movements in real-time and rapidly respond to unforeseen events.
  • Creating more humane organization by not limiting communications to traditional methods or messages.
  • Acquiring new contacts and building supporter database.
  • Increase trust and loyalty from supporters by allowing them to share their voice through feedback forums.

Even though Oxfam benefits acquired by Social media are mostly in Collecting information and insights and mobilizing resources area that are mentioned  in McKinsey report about the four value levers areas  in the social sector , we can see that they inter- relate and overlap with the other area and build on e.g. educating the public about their message.

please leave a comment and share your thought

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