Shift and Reset: Strategies for Addressing Serious Issues in a Connected Society - Hardcover

Reich, Brian

Hardcover

ISBN 10: 0470942673 ISBN 13: 9780470942673

Publisher: Wiley, 2011

Synopsis

Essential strategies the nonprofit community can use to take advantage of rapidly changing technologies and new communication methods in our ultra-connected society

In these challenging economic times, it is more important than ever for nonprofits to focus on shaping policy, building capacity, developing talent, improving their marketing and promotion, fundraising, and developing partnerships/collaboration for organizational success. Shift & Reset: Strategies for Supporting Causes in a Connected Society teaches the nonprofit/social change/philanthropy/cause community how to take advantage of rapidly changing technologies and new communication ecosystem that exist in our connected society.

• Addresses the most critical challenges facing the nonprofit/social change/philanthropy/cause community Re-envisions how we support causes and address serious issues in our connected society
• Outlines how organizations must operate—and what happens when they don't re-think their work
• Features interviews with over twenty-five leading thinkers/authors/organizational leaders

Innovative and right on time, Shift & Reset equips nonprofit professionals with a set of three core principles, a five-step checklist of immediate action items, as well as a list of ten "must-read" items.

About this title

About the Author

BRIAN REICH is Senior Vice President–Global Editor for Edelman Digital, where he provides editorial vision and strategy for the company's digital practice around the world. He is well known for his expertise in new media, Web 2.0, social networks, mobile, community, ecommerce, brand marketing, cause branding, and more. Reich is the author of Media Rules!: Mastering Today's Technology to Connect With and Keep Your Audience (Wiley). He blogs at www.shiftandreset.com and contributes as a Fast Company expert; hosts a regular podcast discussion about the impact of media and technology on society; and teaches consumer behavior and marketing strategy in the Graduate School of Communications at Columbia University.

From the Back Cover

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 Reich—recognized for his expertise in cutting-edge media and technology—re-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 promotion—including storytelling, media relations, outreach and engagement, and advertising—and 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 Inside Flap

Praise for Shift & Reset

"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

Edition details

• Publisher: Wiley
• Publication date: 2011
• Language: English
• ISBN 10: 0470942673
• ISBN 13: 9780470942673
• Binding: Hardcover
• Edition number: 1
• Number of pages: 416