From the Inside Flap
In 2010, more than 6 million contributors, many first-time donors and younger supporters, used their mobile phones to make $5 and $10 donations to Haiti relief charities. Surprisingly, the most compelling fundraising efforts were organized by individuals and newer, smaller groups, while larger institutions struggled under the weight of their own organizational structure. Developed especially for the nonprofit/social change/philanthropy/cause community, Shift & Reset shows you how to take advantage of rapidly changing technologies and the new communication ecosystem to create real, meaningful change in our connected society.
Addressing our most critical challenges, author Brian Reichrecognized for his expertise in cutting-edge media and technologyre-envisions how we support causes and addresses the serious issues facing our connected society. Reich stresses the need to reshape policies, build capacity, develop talent, improve marketing and promotionincluding storytelling, media relations, outreach and engagement, and advertisingand revisit our methods for fundraising, partnerships, and collaboration. Shift & Reset also lays out the bleak consequences of what happens when you don't rethink how you operate.
Featuring interviews with more than twenty-five experts, authors, and organizational leaders whose experiences and insights provide powerful evidence to support Reich's important calls to action, Shift & Reset also examines the many ways you can capitalize on social media to accomplish your nonprofit's mission as well as some recent success stories and failures, including:
Leading digital strategy and communications firm Blue State Digital developed a hugely popular online engagement hub for Obama's presidential bid where supporters donated, set up volunteer groups, posted blog entries, watched videos, and more
Debating whether to use Facebook and blogs to build enthusiasm for Chicago's bid to host the 2016 Olympic games, the organizers made the fatal decision not to use social media for fear of negative feedback from the community
Although Old Spice struck viral gold with their online video campaign, countless copycats failed because viral videos didn't influence their unique audiences
Greenpeace hired an aggressive NGO to develop hard-hitting ad campaigns and Twitter feeds targeting Unilever, Nestlé, and Burger King for buying palm oil from a company that destroys rainforests
Shaquille O'Neal leveraged the power of Twitter to attract sponsors and influence 3.5 million NBA fans to support the charities of his choice
Ready to achieve the impossible? Shift & Reset shows you how to overcome the huge barriers facing the cause/philanthropy community by strategically leveraging the unlimited potential of technology and social media in the digital age.
From the Back Cover
"Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society offers an innovative, yet realistic approach to facing today's challenges in both the nonprofit and corporate world. Reich encourages us to get caught up in the whirlwind of new media and take advantage of all it is has to offer. He counsels us to embrace change and not be afraid of failure. The way we address serious issues in today's society is not working. Shift & Reset challenges us to go above and beyond, using communication through technology as our guiding force. As Reich bluntly, but admirably points out, 'Change is painful, and slow, sometimes messy, and always exhausting. But the benefits far outweigh the sacrifices in the end.'"
—MARK MCKINNON, Vice Chairman, Hill & Knowlton, Public Strategies; and President, Maverick Media
"Shift & Reset rises to the challenge of navigating the changing media landscape while also inspiring real and feasible change. A valuable resource for anyone trying to engage and connect with an audience in any way. I couldn't put it down."
—MARK BURNETT, Executive Producer, Mark Burnett Productions
"Brian Reich argues that traditional strategies of passive outreach to potential clients and customers are as outdated as the dial-up modem. On the contrary, the most successful organizations are the ones with the most innovative strategies for increasing user engagement. Shift & Reset teaches readers how to reframe their competitive advantage by developing a highly motivated set of stakeholders who will take an active role in promoting the product at hand."
—HUGH FORREST, Director, SXSW Interactive Festival
"Commitment to a cause in the virtual world does not always yield results in the actual world. Resolving that paradox is the key to successful causes, and Reich once again shows why he's a trusted locksmith."
—JEFF NUSSBAUM, Partner, West Wing Writers