This document discusses strategies for online engagement and the effective use of various Web 2.0 tools by non-profit organizations. It provides examples of tools that have been used successfully, such as MySpace, blogs, email newsletters and maps. It emphasizes the importance of targeting the right audience, being strategic about which tools to use, maintaining consistent branding, and ensuring efforts online translate to tangible actions and effects offline.

1. Online engagement Priscilla Brice-Weller April 2007

2. Online campaigning: antar.org.au Blog: solidariti.com

3. 1 1

5. public diaries photo albums correspondence calendars address books private online offline “ Web 2.0”

7. Too much Web 2.0? ( www.go2web20.net )

8. At what stage will people be engaged by the use of these Web 2.0 tools? sympathisers activists Simple actions: Web 2.0 engagement (previous chart) Professional activists Active members: attending meetings, becoming passionate Sympathisers will start using Web 2.0 tools to engage with your cause early on, and continue using them through to the activist stage. Easy actions: writing blog posts about issues, emailing a politician Advocates: engaging other people Specific, tangible actions: donating, volunteering, downloading and using online materials offline

13. myspace.com/nonprofitorganizations: The first 5,000 friends took 5 months and 25 days to achieve. The second 5,000 friends only took 2 months and 5 days. myspace.com/ant4r: After about three months, we have about 200 friends. MySpace friends

14. MySpace age demographic Source: http://www.comscore.com/press/release.asp?press=1019 % of audience Age 11.0% 55 + 40.6% 35-54 16.7% 25-34 18.1% 18-24 11.9% 12-17 Total audience, August 2006

15. Good example – demographic website

20. Two good examples: maps www.hopespreads.org

21. Two good examples: maps www.healthcarethatworks.org

24. The future?