Living Proof: Telling Your Story to Make a Difference by John Capecci and Timothy Cage, two public relations pros, is a guidebook  for “advocates and spokespersons” who want to use personal storytelling to promote their cause. It just as easily could be a strategy map for nonprofit organizations in the art of storytelling.

Why Stories Matter

In case you haven’t noticed, storytelling as a marketing tactic is in vogue. Leading brands like Coca-Cola are building entire marketing strategies around storytelling.

Last October, Jonathan Mildenhall, Coca-Cola’s VP of Global Advertising Strategy and Creative Excellence, explained at a national conference that the company’s strategy going forward is to tell stories that will “provoke conversations” so its brands will “earn a disproportionate share of popular culture.” Importantly, said Mildenhall, Coca-Cola will not just tell its own stories; rather, it will encourage storytelling by consumers. According to Mildenhall, “storytelling is at the heart of all families, communities, and cultures,” and stories about the Coca-Cola brand “must show commitment to making the world a better place.” You can see this strategy in action on Coke’s Facebook page.

Coca-Cola consistently ranks as one of the top global brands year after year, so any such proclamation about storytelling is worth considering. More to the point, if a commercial company like Coke can be so fervent about storytelling, nonprofits should be natural storytellers.

The Personal Story is Living Proof of an Organization’s Mission

Capecci and Cage encapsulate the importance of the personal story to nonprofit organizations in their book:

“When the stories you tell are from your life, you give audiences an opportunity to feel and imagine with you, to understand in a meaningful way just why they should care. The enormity of problems like hunger and social injustice can certainly motivate us to act. We can be convinced logically of the need for intervention and change. But it is the story of one individual that ultimately makes the difference – by offering living proof.”

They suggest that there are five necessary qualities that effective advocacy stories must have: They must be focused, positively charged, crafted, framed, and practiced. The authors spend the remainder of the book explaining just how to do that. Along the way, they share some excellent examples of advocates’ stories. My purpose here, however, is not to review the book or summarize its content, but rather to use it as “living proof” of a story’s power.

The Extension of the Story

While personal stories are powerful in and of themselves, they become exponentially more powerful through online marketing and social media. In fact, social media is ideally suited for story proliferation, and that may ultimately be the most effective way to use a story.

Imagine if one or more of your donors or volunteers tell the story of what your organization means to them on your website and you spread it through email, Twitter, and on your Facebook page. Consider the impact of a story told by a person, a family, or a community your organization has helped that goes viral and gets passed along from one person to another. It’s safe to say that nothing can beat this kind of real-life endorsement.

So when you are wrestling with the challenges of acquiring new donors, increasing your fundraising revenue from existing constituents, or adding new volunteers, think about the power of one person’s story. It’s the most basic, compelling form of marketing, one that isn’t always used to its fullest potential. A story could be just what you need to stay relevant to your donors, volunteers, and prospects.

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Opportunity International is a nonprofit that provides microfinance loans, savings, insurance, and training to over four million people working their way out of poverty. This past Mother’s Day, the organization conceived of a perfect application of Pinterest – they created the “Opportunity Global Quilt,” a virtual quilt that made it possible for people to honor their moms by purchasing a “tribute patch.” Donors could choose from 24 different inspirational patches with quotes and images about motherhood and they could also write their own custom tributes if desired. Then they could share the patches directly with the women they honored and on social media.

A Natural Fit

Ian Haisley, Director of Online Strategy for Opportunity International, and Joe Waters, a nonprofit blogger, spoke with Allison Fine of The Chronicle of Philanthropy about the campaign. Haisley said Pinterest was a “natural fit” for the campaign because the organization likes to tell stories about people they help through pictures. Every time a patch of the virtual quilt was created, said Haisley, it could be pinned up on Pinterest by donors to be shared. Patches could also be shared through Facebook and Twitter. Haisley added that the campaign website, which was linked to the patches, mirrored Pinterest in its look and feel.

Haisley indicated that the virtual quilt was the first time Opportunity International tried Pinterest, but the success of the campaign kicked off what Haisley called the” in-depth use” of Pinterest planned by the organization.

The Power of Visual Imagery

Joe Waters suggested that nonprofit organizations could benefit from Pinterest because it represents a trend towards more visual marketing. “If you can’t tell your story visually, you’ll never be a great brand,” he said. Waters noted that Pinterest’s user base is 70 percent women, primarily in the 25 to 45 age group. Over 30 percent of them have household incomes of $100,000 and up, he said.

Waters suggested some nonprofits think that their organizations are not visual enough to be on Pinterest, but he said it’s all about how you apply it. He cited AARP as an example of an organization that is a very active user of Pinterest, employing it to share recipes, highlight articles from its magazine, and engage an older demographic with relevant visual images.

Waters said the added value of Pinterest is that any image on the site links back to a webpage, so it really becomes a referral visual. More than photo sharing, said Waters, Pinterest offers “a real sense of inspiration,” something nonprofits could put to good use to attract new donors and volunteers. “Think about how to inspire” with Pinterest,” Waters said. “Reflect the future of what you want.”

You can hear the entire interview here.

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There are basically two types of participatory contests: the “beauty contest” and the contest with qualifications.

More Commitment Than You Think

The “beauty contest” is simply a voting popularity contest. The nonprofit is essentially pitted against other nonprofits and whichever organization gets the most votes wins. While there may be little commitment on the part of the nonprofit to enter this type of contest, there is actually a lot of work required if the nonprofit has any chance of winning. The nonprofit needs to make an all-out effort to mobilize donors, volunteers, and friends to get the vote out. Typically, that means using your website and every social media channel available to you to maximum advantage. Even if you generate enthusiasm and get a large number of votes, there always seems to be another organization that can do it just a little bit better. That makes this type of contest a long shot at best.

There is another type of participatory contest, however, that may be well worth the nonprofit’s effort. These contests tend to be sponsored by commercial businesses looking for some positive PR for demonstrating corporate social responsibility. This kind of contest is a win-win: the corporation gets the halo effect of helping nonprofits, and one or more nonprofit organizations win a prize.

Beyond the Popular Vote

Sponsored criteria-based contests usually go way beyond the popular vote and they often involve a panel of judges. The nonprofit typically has to complete an application, which could involve anything from a simple form to submitting a visionary plan or even a video. But the effort the organization puts in can often have a substantial payback.

“50 States for Good,” sponsored by Tom’s of Maine, is a good example of such a contest. Small nonprofits that support “healthy, human and environmental goodness,” according to Tom’s of Maine, can apply annually. Judges choose a finalist from every state. Then the public can vote on which six organizations share an award of $150,000. (Voting this year starts on September 10.) The top award is $50,000.

Sam Davidson, one of this year’s judges, says 50 States for Good can “recognize nonprofits that might usually fly under the radar. … When picking a finalist, I look for two things: 1) How bold is the vision? Is this something that will have a lasting – and not just a temporary – impact? 2) Can they pull it off? Given the time frame and volunteers needed that the applicant provided, do I think they can turn their big vision into a reality?”

Be Prepared

To determine if an online contest is worth your while, you need to critically evaluate it as you would any business endeavor. Nonprofit social media expert Beth Kanter, a former 50 States for Good judge offers these tips via Joanne Fritz, the About.com guide for nonprofit charitable organizations:

1. Do the ROI analysis first. Ask and answer if it is worth it before you jump in.
2. Have your network in place before you need it. Build your team on staff and volunteers, but also people that you’ve connected with through social networks who can be your brand advocates.
3. Use storytelling. The most effective pitches to get help are people telling their personal stories about why they care about your organization and the result of your organization’s winning.
4. Say thanks in creative ways. Thank donors publicly, but also thank people who ask others – make them role models for others.

So if you want to participate in a contest, be sure it’s worth your while – and that you and your organization are prepared to do what it takes to win.

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The creation of the 501 Tech Club is an especially prominent example of networking’s new visage, primarily because it taps into the nonprofit world and brings charitable ventures in contact with technology professionals and volunteers. Given the growing influence of technology as a tool that effects social change, this type of interaction can only elevate nonprofits to an even more evolved platform from which to operate.

The 501 Tech Club: Delivering Technology to an Even Wider Nonprofit Audience

Under the patronage of the Nonprofit Technology Network (NTN), the 501 Tech Club has been evolved as a collaboration between The Graduate School of Computer and Information Sciences at Nova Southeastern University (NSU) and software engineering firm Linstar Inc.. The latest chapter was developed in Florida, and there are also monthly 501 Tech Club meetings held in areas such as Austin, New York, San Francisco, Rhode Island and Washington D.C.. Sharing the NTN’s mission to empower all nonprofits in using technology proficiently and to its fullest, the burgeoning number of 501 Tech Clubs are bringing a national drive to regional communities.

Although this nationwide and innovative networking event is capturing the headlines, however, there are a number of other technology firms and organizations that are contributing towards improving the functionality of nonprofits in the U.S. and around the world. TechSoup is one such example, and the organization continues to fulfill its mission of providing nonprofit organizations with the necessary technological tools and software to maximize their efficiency. Backed by more than 40 leading international donor parties such as Microsoft and Adobe, these products are available either for free or at a significantly discounted purchase price.

The Widening Reach of Technology: How It Continues to Influence Global Nonprofits

TechSoup has also taken part in several long standing projects, including the Clinton Global Initiative. Partnering with commercial giants such as Cisco and Symantec, this participation allowed them to distribute technology products and software to nonprofit organizations throughout the world. The evolution of this initiative has therefore enabled a wider circle of nonprofits to improve their own levels of efficiency and adopt a more professional method of working, and build upon the significant foundations laid by national and regional projects.

With increasing access to technological companies, software and products, it is little wonder that nonprofits are also embracing advanced concepts in website design, mobile media and Internet marketing. These are all tools which have heavily influenced the business world in recent times, and helped firms to share their vision and develop a brand far more effectively. Rad Campaign is an organization that has transferred these benefits into the nonprofit world, thanks largely to its experienced team of committed activists and campaigners. This knowledge is core to the service, and has improved the online presence and remote communication strategies of charitable ventures such as American Rights At Work and U.S. employment nonprofit Fix Our Jobs.

The Bottom Line: Where Next for Technology and Nonprofits?

With this growing number of local, national and international collaborations, alongside the increasing range of technological tools and software options that are being made accessible to nonprofits, it is clear that charities across the world are becoming far more professional and effective in sharing their respective visions. The creation of regional 501 Tech Clubs and similar networks has the potential to take this is onto an entirely different level, however, by delivering mainstream resources to grassroots nonprofits who require them the most.

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The primary difference between a social entrepreneur and a traditional one is that the former is focused solely on generating social capital rather than profit. Not only this, but an individual who engages in social entrepreneurship typically prioritizes long-term revolution ahead of small scale change, whereas for-profit business owners must always act according to their level of profitability.

Social Entrepreneurship in 2012:  A Fusion of Business Principles

The mechanics of social entrepreneurship have changed in recent times, however, it now incorporates accepted business practices to generate money and fund sustainable social changes. The integration of ecommerce as a tool of social entrepreneurship is a relevant example, as this has allowed nonprofits to raise funding for their ventures through a basic retail business model. Goodwill Industries, a nonprofit group that offers customized job training and helps disadvantaged individuals find employment, has established a series of retail stores and ecommerce channels through which donated items are sold to the general public.

Goodwill’s innovation has proved invaluable to citizens in the U.S. and Canada, as it has not only raised valuable funding for the group’s projects but also created physical jobs at warehouse locations. This has genuine relevance in the current economic climate, where consumers are embracing the concept of thrift purchasing and the unemployment market remains volatile. Subsequently, a number of resources are now available to nonprofits who wish to enhance their online presence and develop an ecommerce model, with Georgia based website designer 4aGoodCause offering a range of services to help nonprofits achieve their goals inexpensively.

Food and Sustainability: How Social Entrepreneurship is Helping Us Maximize Our Resources

Another prevalent social issue is poverty, especially as the global population continues to soar and stretch the earth’s natural resources. Although commonly associated with developing economies and third world countries, it is now prominent in developed communities throughout the western world. For example, during 2011 a record number of 46.2 million U.S. citizens found themselves living below the poverty threshold, with the recorded rates for southern America especially high. This has given rise to a number of produce driven social entrepreneurial ventures, which encourage economic independence within states and cities.

Nowhere is this type of social entrepreneurship more popular than in Detroit, which has had its wealth, trade and standard of living diminished considerably by the effects of global recession. FoodLab Detroit is one venture that has sought to foster social and economic improvement from within communities, by taking the cities residents back to basics and supporting locally owned and socially aware food enterprises. Grown in Detroit is a similar large scale and local venture, and one which aims to capitalize on the region’s once furtive land to grow natural produce and sell this in the name of affecting sustainable social and economic change.

The Bottom Line

It is clear to see that social entrepreneurship is a fluid and malleable art form, and one that is constantly adapting to help solve prominent and topical social issues. Not only this, but it is also continuing to benefit from more established and sophisticated for-profit business practices, as social awareness grows and the gap between the aspirations of nonprofits and commercial ventures diminishes. Most importantly of all, however, social entrepreneurship continues to empower individuals who are struggling and affords them an opportunity to affect widespread and sustainable social change.

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Mobility comes in forms other than the phone. Apple has sold almost 60 million iPads, creating a new market for “tablets.” Amazon has sold millions of Kindle Fire devices, an enhanced eBook tablet that offers online access. The Nook by Barnes & Noble recently scored a major investment from Microsoft, which will undoubtedly push that ereader into new territory. Technology research firm Gartner predicts tablet sales will reach 119 million units this year.

A growing number of people access the Internet via mobile devices; 63 percent of adults go online wirelessly with a cell phone, laptop, tablet, or eBook reader, according to the Pew Internet & American Life Project. Retailers have caught on – WiFi “hot spots” are increasingly common in coffee shops, fast food restaurants and stores.

Connectivity on the Go

Consumers want to be connected all the time, wherever they are. This new reality is in part related to the popularity of social media, which encourages frequent, interactive electronic dialogue. It is also fueling broad acceptance of online buying as a legitimate retail channel. These days, in fact, consumers are checking out products in traditional stores, comparing store prices to online competitors via their mobile phones, and then buying online before they even walk out of the store.

The desire for mobile connectivity creates a huge demand for online content. By the end of 2010, for example, the Internet overtook print newspapers as the preferred source of international and national news; only television news remains more popular. Online content is exploding as consumers get everything they want from online sources, including music and video. Over 45 million U.S. consumers now view videos on mobile devices, according to eMarketer.

Implications for Nonprofits

Nonprofits should not take this fundamental change lightly. The mobile, connected consumer is also a mobile, connected donor. She or he expects to be able to interact with a favorite nonprofit via mobile phone or tablet. That expectation includes making a mobile donation.

That’s one big reason nonprofits need to optimize their websites for easy mobile consumption. But Heather Mansfield, nonprofit blogger and author of the book Social Media for Social Good: A How-To Guide for Nonprofits, says there are at least five good reasons nonprofits need a mobile website:

1. To improve your group text messaging campaigns
2. To make your smartphone apps more functional
3. To empower QR code campaigns
4. To improve location-based community campaigns
5. To optimize mobile search engine optimization.

Mansfield believes nonprofits need to think about what their websites look like on a tablet screen as well. “Bigger pictures, less text, larger fonts, and easy-to-tap and click buttons and navigation are the new Web design aesthetic,” writes Mansfield. “If your nonprofit is considering launching a new website… during the design process make sure you have physical access to an iPad (and other tablets) so you can view and experience how your site looks on the iPad when held vertically and horizontally.” In a blog post, Mansfield highlights eleven nonprofit websites that translate seamlessly to the tablet environment.

It is also worth reviewing the “five common mistakes” made by nonprofits in online fundraising campaigns, as Mansfield details in another blog post. Two of those mistakes, “a hard to find ‘donate now’ button,” and “a multiple-page, multiple-choice donation process,” are especially relevant in thinking about the needs of the mobile donor.

Nonprofit organizations who think about the needs of the mobile donor now will be ready to serve an increasingly mobile donor base in the future.

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Such evolution demands innovative minds, and there have been a succession of nonprofit groups, commercial foundations and organizations that have strived to bring technology to relatively unknown and start up charities. With some churches and community based nonprofits in the U.S. still reliant upon paper bulletins and offline tools to raise funds and awareness about specific causes, there is a surprising number of charities that require professional guidance in order to turn their philanthropic vision into something that heralds significant social change.

Testify Communications: Expanding With the Market to Boost Nonprofits

Churches remain the least likely nonprofit organization to embrace technology, thanks largely to the restrictions of limited funding and a deep rooted sense of tradition and accepted practice. Companies have recognized this, however, and sought to reflect the value of a church within its community by providing it with the necessary tools to reach the widest possible segment of society. Testify Communications is an organization that was established in 2011 to resolve this prominent issue, and focuses specifically on the integration of social media as a communication tool and the development of mobile SMS fund raising techniques.

Although the firm is growing organically in 2012, it has already worked alongside 50 individual clients, with the Michigan Black Chamber of Commerce among the most notable as a nonprofit presence.  Renowned as the first nationwide African American Black Chamber of Commerce, its long standing goal has been to economically empower relevant communities through the teaching of entrepreneurship, technological awareness and job skills. Their collaboration with Testify Communications has helped to achieve this vision, by giving the organization the technological tools to interact with, engage and educate a younger demographic of society.

ROAR: Helping Churches to Organize Their Fundraising Ventures

The work of Testify follows swiftly on the heels of services created by website developer ROAR, who have spent time evolving an innovative and affordable mobile development platform. This strives to bridge the gap between churches that are well resourced churches and those which are not, and taps into the thriving mobile app industry that began to bloom in 2008. By powering applications through a customized Word Press site, churches and small nonprofits can now boost their mobile presence for free.

ROAR has a growing portfolio of nonprofit clients, each of which has benefited from the implementation of mobile technology to their operation. One of the most renowned is the Mountain View Christian Academy, which offers academic education and leadership training for youngsters in the Las Vegas and Nevada region. With its operation expanding further, their mobile application has allowed them to market their vision directly to the young minds that they hope to influence, in addition to making the organization of events and fundraisers far more manageable.

Microsoft and Hewlett Packard: Helping to Fulfill the Vision of Global Nonprofits

The rise of global nonprofits has also dictated the need for a greater integration of technology in the third sector, and corporate foundations have played a significant role meeting this demand. Leading technological brands such as Microsoft and Hewlett Packard boast a strong nonprofit presence, and in recent times there has been a focus on empowering charitable organizations with the technological skills, knowledge and tools that they require in the 21^st century. Whether offering training to charitable groups or implementing software to improve the everyday running of a venture, the work of foundations has been key to coordinating international social change.

Concern Worldwide is one international nonprofit to benefit greatly from the delivery of technological assistance, as it strives to tackle world poverty and enrich the lives of those who inhabit the worlds poorest countries. It’s collaboration with Microsoft has proved especially beneficial, thanks to the implementation of Office 365 as an affordable infrastructure tool. By embracing instant access to cloud based information and an effective communication network, Concern Worldwide has been empowered as a professional organization that can invest more of its time and capital into grass roots projects around the world.

The Bottom Line:How Technology Had Changed the Nonprofit World

While it stands to reason that global nonprofits should benefit from technological innovations such as cloud based software and social media, the advantages for churches are less obvious at first glance. For any national or community based project to be operated effectively, however, there is a need for organizational and marketing tools that can reach out to as wide an audience as possible. Technology offers an increasingly affordable and accessible way of engaging followers in 2012, and brings a greater degree of professionalism and efficiency to the nonprofit world.

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There are several reasons behind this trend, with the emergence of mobile technology among the most prominent. Given the rising popularity of tablets and the improved functionality of smartphones and other mobile devices, nonprofits must pay more attention to the design of their website and its accessibility to those who wish to browse or donate. In addition to this, the busy schedules of modern consumers and donors dictate that a nonprofit website must be quick to navigate and easily accessible to a range of visitors.

Optimizing Your Website: Embrace Mobile Technology

In terms of the former, contemporary nonprofits face a difficult decision when it comes to commissioning the design of their website. With the widespread use of mobile devices creating a pressing need for landing pages that have minimal text, engaging imagery and clearly defined icons, charities must decide whether to build a separate mobile website or implement a consistent design across all online pages. The latter is an especially appealing option for nonprofits with minimal resources, as it helps them to build a stronger online brand while saving valuable revenue.

WildAid is one nonprofit to embrace the benefits of consistent design, and its efforts have helped to create a visually impressive website that is compatible with iPad and smartphone interfaces. To achieve this, they have focused on the key requirements of a mobile website and incorporated these into its main landing page, with a clear emphasis on the strategic placement of emotive imagery and prominent icons that encourage visitors to make donations or take actions as a volunteer. The Natural Resources Defense Council has also followed a similar template, and built its entire site upon a simplistic design that supports a few distinct and actionable icons.

Clearly Define Your Websites Purpose and Content

This idea of a simplistic design is especially important when developing a nonprofit website, as it provides a framework that can showcase your organizations mission clearly and concisely. With imagery and audio visual content also often being preferred to the application of text, it is crucial that your site is structured to accommodate a range of different media types. As the leading conservation nonprofit The Nature Conservancy have displayed with their website, this ethos creates diverse website pages that offer clear insight into the type of work that is undertaken.

Another nonprofit to understand the importance of this design ethos is the American based human organization ASPCA, which again uses imagery and only concise areas of text to makes its core purpose immediately apparent. In addition to this, the website has also been crafted to be as media friendly as possible, with prominent links to the sites press room, news and blogs featured on the main navigational tool bar. So for journalists or potential donors who wish to find out more about the nonprofits mission, the site has provided accessibility to high quality and relevant information.

The Bottom Line

The importance of a website in promoting a nonprofit cause cannot be underestimated in 2012, especially given the increasing usage of smartphones and tablets to access online resources. With this and budgetary constraints in mind, it is clear to see why nonprofits strive to adopt mobile website design principles into their main landing page, and subsequently create a single consistent online brand and theme. By also creating a simplistic design and diverse content that is easily accessible, nonprofits can develop a website that reflects the fantastic work that they undertake.

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Online fundraising through websites and social media is, of course, an increasingly important aspect of a nonprofit’s development activities. But there’s another sometime overlooked electronically-based avenue that may hold promise for nonprofits, and it revolves around the world of EFT (Electronic Funds Transfer).

Affinity Credit Cards

One EFT opportunity for nonprofits is through an affinity credit card. Affinity cards are simply credit cards that take advantage of a consumer’s relationship with a particular business or organization. Most any nonprofit can have its own credit card, with the organization’s identity on it, through affinity card programs offered by many banks. Typically, the nonprofit receives a small contribution for each credit card transaction, so the program won’t generate a lot of cash unless there are many cardholders participating. Nonetheless, an affinity card offers an easy, automatic way for a nonprofit to raise money from its donor base, as long as it can convince the base to accept a new credit card and use it on behalf of the organization. Some banks offer the same type of program with debit cards.

A similar opportunity is available through systems that credit a nonprofit for a donation when the cardholder specifies the organization’s name. OneCause, for example, allows consumers to shop with more than 1,300 online merchants while “earning” contributions with each purchase for the designated nonprofit. Currently, OneCause has close to 8,000 nonprofit causes and over 74,000 schools participating in its program. OneCause offers a Visa card that essentially functions as a cause-related affinity card.

ATM Donations

Perhaps a more interesting and less restrictive EFT fundraising implementation is taking place via bank ATMs. A year ago, Wells Fargo Bank and the Red Cross collaborated on an emergency relief campaign to help victims of the Japanese earthquake. Customers who used Wells Fargo Bank ATMs saw a message that encouraged them to donate from $1 to $249 to Japanese relief. Wells Fargo did not charge any fee for the transaction.

“Where can we reach donors in their everyday lives – that’s the idea,” said Michael Brown, VP for corporate and foundation partnerships at the American Red Cross. “Wells Fargo came to us to find out if there was something they could do using their ATMs, and that seemed to be a natural fit. Donors love it. They can do it conveniently, just go ahead and push a button to give a dollar.”

Wells Fargo has used its ATM network to raise money for other charities, but mostly on a regional basis. The bank does allow charities to apply for its ATM donation program through the Wells Fargo Foundation.

It turns out other countries are actually far ahead of the U.S. in ATM-enabled donations. For over a decade, Colombia’s Servibank has facilitated $1 nonprofit contributions through its ATM network and has seen contributions grow to about 100,000 transactions monthly. The BBC reports that the UK studied Colombia’s program and will institute its own national ATM-based charitable program this summer, when more than 12,000 ATMs will accept donations. While HSBC already permitted donations through its ATMs, all of Britain’s banks will join the program, selecting eight charities for consumers to choose from, even though more than 500 charities expressed interest.

The British government, sensitive to budget cuts for charities, is behind the program. Nick Hurd, minister for civil society, said, “By making it possible to add donations at cash points we can make an even greater difference to other people’s lives. It’s important that as a government we bring public sector bodies, businesses and civil society organizations together to find new ways to support charitable and voluntary action.”

The U.S. government is unlikely to follow suit, but the practice could be gaining popularity with individual banks. If so, it makes good sense for nonprofits to sign up and get their piece of the EFT pie.

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This trend is even more prominent in the nonprofit sector, where there are a growing number of social gaming platforms that aim to effect real world change. With a huge percentage of social media users set to play at least one social game regularly during 2012, charities are adopting innovative gaming patterns and techniques to incentivize giving and donor participation on behalf of their cause. So what are the most popular nonprofit gaming platforms, and how are they achieving their goals?

Grantoo: Joining People and Brands Together in Responsible Giving

In terms of innovation, the latest collaborative gaming platform created by Grantoo has set a new standard in excellence. In partnership with the market-leading music streaming service Grooveshark, Grantoo is hosting a national online gaming tournament in which students will compete for tuition grants and provide real-time donations for charities. With commercial sponsorship from Grooveshark to the tune of $5,000, the tournament connects the worlds of commerce and education while providing real-world incentives for all parties involved.

In an age where consumer awareness and influence has never been more powerful, Grantoo identified that the most effective way to engage donors is to challenge them and reward their participation in a tangible way. So for a participant to be afforded the opportunity to win much needed funding, they must first agree to donate a minimum of 10 percent from their winnings to a selected charity. With educational nonprofits such as Engineers Without Borders and Pencils of Promise closely affiliated to the event, the project could have a global influence on the way in which charities solicit funds.

GiverBoard: Adapting the Established Gaming Model

Another new innovation in nonprofit social gaming has been provided by PlayMob, who have created a fundraising platform that empowers users to play a practical role in effecting social change. It’s product GiverBoard allows various global charities to raise funds in-game, and borrows heavily from the established social gaming practice of encouraging players to pay real money for virtual goods. The innovation lies in the fact that every good purchased is closely connected to a nonprofit organization, and creates virtual transactions that generate real world social capital.

The replication of real world challenges in social games is particularly empowering to players, and allows enables them to make a donation that can be measured in far more than dollars and cents. A good example of this model was showcased last November through the mobile game ‘Parallel Kingdom‘, in which players create identities in a virtual world based on their real GPS location. A special edition virtual soup hat was created and added to the games inventory for sale, which when purchased raised funds for homeless children and families on behalf of the established ‘Help USA‘ charity.

The Bottom Line: Lessons to Be Learned by Nonprofits in 2012

On a wider scale, social gaming is evolving to offer more diverse platforms, and this is making them increasingly popular with more mature social demographics. Both of these trends suit the nonprofit sector, and afford charitable organizations the opportunity to push the boundaries of creative thought and action. This has been influential in the creation of Grantoo’s new platform, which embraces the concept of competition and seeks to challenge players as a way of sourcing donations.  With competition comes the prospect of reward, and this is not lost on increasingly savvy and streetwise donors.

The GiverBoard platform also embraces creative thinking, and allows local or global nonprofits to associate themselves with relevant gaming patterns through the placement of virtual goods. While Zynga may have introduced this concept when it raised $1 million for the UN World Food Program through the placement and sale of virtual products, the latest innovation has taken this further by tapping into a wider gaming market and accessing a greater number of donors and nonprofit ventures. So long as a nonprofit has the vision to identify gaming platforms that suit their cause, it is possible to create a new avenue for fundraising that affords them a global online presence.

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