It’s 2011 . . . Do You Know Where Your Foundation Is?

In today’s digital world, 92 percent of babies have an online presence. Now this might be shocking, - and rather disturbing in some aspects - but it illustrates the importance of social media in our daily lives and how much greater a role it will likely play in the future. Given this one tiny glimpse into the phenomenon that is social networking, it is rather disappointing that foundations are so far behind when it comes to online communication.

Why is it important for your foundation to have a Facebook, Twitter, and other social media presence? Remember in junior high when you felt that everyone was talking behind your back and you desperately wanted to know what they were saying? (Okay, maybe that was just me, but bear with me.) The same is true today online. People are talking about you, whether you like it or not, but now you have the ability to listen in … and participate.

The Washington Regional Association of Grantmakers recently held a “Skills Building Event: Social Media-How and Why Foundations Should Join the Conversation.” The discussion was led by Larry Blumenthal, a social media consultant at Open Road Advisors, who began with some startling facts: only 15 percent of foundations have blogs, 37 percent are on Facebook, and 31 percent are on Twitter.

Even more glaring, however, is the online presence of nonprofits, many of which are grantees or have relationships with foundations: 89 percent were on Facebook and 57 percent on Twitter, according to the 2011″Nonprofit Social Network Benchmark Report.” So while the vast majority of nonprofits receiving funding from foundations use social networking sites, most grantmakers remain in the dark. Many of these online discussions revolve around initiatives on which your foundation is focused.  Some even involve your foundation.

Participants at the skills-building event raised concerns common to many foundations: they can’t hire someone to maintain social networking sites, senior leadership doesn’t understand the concept, and they are afraid of not being able to control the content others post.

But these challenges must be overcome if a foundation truly wants to effect change. Presenter Michael Smith, senior vice president of Social Innovation at The Case Foundation, summed it up best: “It’s not just a tool, it’s a mindset change.” You must be willing to give up control, listen and share, seek advice and help from others, be consistent with your strategy, and not be rigid.

Social networking is constantly changing and we discover what works and what doesn’t through trial and error-and by sharing information. This is where you come in. Share the obstacles your foundation faces in entering the world of online communities. If you have successfully engaged in social networking, what advice do you have for those just getting started? Working together, we can increase philanthropy’s online presence and have a greater impact.

Mark Carpenter is manager, public relations for the Council on Foundations.