Foundations that have welcomed the use of new technology such as blogs, wikis and social-networking sites have improved their communication and marketing efforts, says a report by David Brotherton and Cynthia Scheiderer of Brotherton Strategies.
Though some foundation leaders express concern that adopting new technology sacrifices privacy and control, more funders are turning to technology and learning to use it effectively, says the study, "Come On In. The Water's Fine. An Exploration of Web 2.0 Technology and its Emerging Impact on Foundation Communications."
New technology enables foundations to engage audiences, communicate with grantees and create better narratives for their organizations, the report says.
"If foundations want to sustain influence among key audiences, traditional communication channels simply won't suffice," it says. "To decide not to join the myriad online conversations and networking opportunities is to cede territory to others who may have less means, knowledge or experience."
- Professional Area: Marketing/communications