Nonprofits: Using White Labels Software Platform to Enhance Your Communications

What you must do before you select a vendor?
Many of my clients follow the POST methdology, which is a framework where you first understand the People they’re trying to reach, and how they use social technologies. Then to pick an Objective that aligns with your business, next, spend a considerable amount of time scoping out the Strategy, which includes internal processes, stakeholders, roles, budgets, empowerment, policy, and change management. Once you’ve done that, only then you’re ready to choose a vendor, which is the Technology. As a rule of thumb, successful brands focus about 80% of their efforts on the People, Objectives, and Strategy, and about 20% effort on Technologies –don’t get it backwards.

What is “White Label” Software?
There are software platforms that you can you can use to brand your own nonprofit’s identity and integrate it tightly into your existing domain. The user experience should be near seamless; therefore any company can have their own personalized identity.

Social Networking Goes mainstream
Social networking platforms that can be branded or changed as needed (is where the term ‘white label’ has come from. Two examples are BlogTronix and Ning. Non-profits use white label platforms like Ning to connect with their communities. Churches, Ministries and non-profits use Ning to develop a deeper layer of conversation and engagement with their supporters and advocates. “Their memberships are those that are looking for a more contextual social experience around the things they care about most.”

Now, let’s discuss five (5) tips nonprofits so use if they are considering their own white label community.

Tip 1 – The Cause Is The Purpose
The cause is the purpose of the network. Don’t build a network for your organization’s website. The mission of the site needs to revolve around the general common bond a non-profit has with its stakeholder community.
Example: TuDiabetes.org- The common ground of this white label community is to connect people with diabetes.

Tip 2 – Listen
Listening to your community remains a core social media principle. When considering building a cause or organization-specific network, listening can be critical in driving community requirements for function and content.

Tip 3 – Choose a Platform That Serves Your Community Needs
Some networks enable privacy; others integration with larger networks. Still others offer great information sharing via wikis. When considering the many white label community options available, try to understand what your community’s needs are before setting up shop. Spend time assessing your options for starting a white-label social network. Look for a platform that offers your nonprofit the right combination options that meet your requirements. Such as privacy controls, quality user experience, easy administration and customization, and ongoing support.

Tip 4 – Offer Great Value To Your Network
Many nonprofits make a common mistake by using a network to drive information out into the public as opposed to creating a compelling experience for members. Sometimes that means getting off of the information bandwagon and getting out there providing value includes a dynamic environment where members interact and drive conversation, participate in activity they can’t find on general social networks, and receive acknowledgment.
Nonprofits, remember to key to successful networking is to offer great value

Tip 5 – Use The General Networks As Opportunities or Beachheads
Is it smart to include Twitter and Facebook in your community? Most definitely! Even though you have your own niche social network; engage in LinkedIn, Twitter, and Facebook. Not all conversations will be on Twitter, your network or even on your Facebook Fan Page. The key thing here to remember is that PEOPLE WILL HAVE CONVESATIONS WHERE IT IS MOST CONVENIENT TO THEM!