Changing the world, one click at a time

For non-profit organizations working to create awareness for their cause, social media tools like Facebook and Twitter have become invaluable. Forward-thinking charities have embraced these tools as a means of engaging with their supporters and of winning over new ones.

As a firm believer in the value of social media, the Multiple Sclerosis Society of Canada has taken this philosophy to heart. “This is a new approach to communication for non-profit organizations,” says Ken Mayhew, chief development officer at the MS Society of Canada. “Interactivity and participation is what makes this unique. It truly is a new frontier of communications.”

The power of social media is far-reaching, and the gains for non-profits go beyond monetary. While the tools can be effective ways to raise funds, they also contribute to a cause in their ability to educate the public, raise awareness, create excitement, and incite participation. To this end, the Multiple Sclerosis Society of Canada has successfully launched blogs to promote its fundraising campaigns and special events like the RONA MS Bike Tours, maintaining pages on Facebook, Twitter, and YouTube. Supporters can easily share links with friends and family, gather pledges, and report on their training progress.

Many view social media's non-intrusive approach as one of its best features. “Social networking sites deliver a message without requiring a donation or anything in return,” says Mayhew. “Supporters are able to inform others about a cause that is meaningful to them. If even a small percentage of the people who receive this message donate, join a fan page, or get involved in some other way, they have made a valuable contribution to the cause.”

Looking to the future, the potential of social media appears to be infinite. Perhaps the most exciting aspect of the technology is that it equalizes the communications playing field. “We no longer have to wait for mass media like newspapers and radio stations to publish news,” says Mayhew. “Now we can participate in the process and have our opinions heard in reaction to that news.” For people who choose to give back to a cause that just might mean playing a part in changing the world, one click at a time.

More information about the RONA MS Bike Tours can be found online at www.msbiketours.com. You can follow the RONA MS Bike Tours online at www.gearingup.ca, www.twitter.com/msbiketours, or join the RONA MS Bike Tour Facebook Fan page at www.facebook.com.

Source: www.newscanada.com