Professionalizing nonprofit marketing

Nonprofit organizations are amazing hybrids of grassroots organizing, and professional bastions- we truly function somewhere between the two. It is my belief that companies can learn much from how a nonprofit creates a mission and is (hopefully) conscious of mission drift and also looking to a board to be flexible to update the mission as times change. Also, organizations can look to how companies are efficient and proactive with regard to the economic climate, the needs of customers and utilizing tools - in turn much quicker than nonprofits are.

We are at a pivotal moment in time- where this hybrid can serve as a true model for public service and commerce- nonprofits have a value to offer, so perhaps utilizing tools in a similar fashion as corporations could serve as a boon to the industry- rather than tightening down the hatch as most nonprofits are.

How many nonprofits: Have linkedin "company profiles"? Are using networking events to create strategic alliances? Are engaging with tools online to boost volunteerism for their orgs and raising awareness about events, issues, opportunities to engage?

Far be it from me to suggest to just jump online- willy nilly- and create social networks, rather I believe this should be strategic- and manageable. If you are online, with a social media presence you should be updating often, and well! But... how many organizations can manage this additional task? This is a strategic development- to start a twitter or facebook or linked in profile- then not engage is worse than having no online presence at all...

Example- I am "following" multiple arts organizations on twitter and people are not updating! Someone is opening a page, posting twice then they disappear! Social Media is only as good if you are engaging!

Rather than rant- the issue at hand is- Social Media is here to stay. This isn't a passing trend, and is rapidly transforming PR, marketing and advertising for industry. To be relevant nonprofit organizations need to be considering their strategic plans, their marketing objectives and commit to what they can/should do- and do it well. Companies are adjusting their strategies- nonprofits should be on top of this too.

What nonprofits are doing it well? Who is online- and updating their channels? Who is engaging with their patrons, volunteers and donors?