Digital solidarity is a form of altruism with which it is possible to help others using new technologies. The importance of solidarity, communication and digital social innovation has never been as clear as it is today, but the nonprofit sector is one of the slowest to have adopted technology. However, technologies can be used to promote solidarity very effectively, so how can nonprofit organizations remain innovative? How can solidarity be more digital?
The digital social innovation is having an important impact in humanitarian settings, so digital solidarity is possible but technology within the nonprofit sector lags behind the private sector and many nonprofit organizations are struggling to embed digital into their operating models. With service demand rapidly increasing and a lack of capabilities to navigate in the new digital economy, nonprofit leaders are becoming increasingly worried about the capacity of their organizations to carry out their missions. The non-profit world recognizes the importance of digitalization and digital solidarity. The main obstacle in the way of a digital social innovation is however not the financial aspect but the human factor. Support structures exist, technical solutions are available but, as is the case for businesses, you must have aptly skilled people to implement and exploit them. Nonprofits organizations must understand and have a digital solidarity strategy.
With social missions at their core, nonprofits are inherently different than private and public corporations. Instead of focusing on maximizing profits for shareholders, nonprofits focus on maximizing social impact by fulfilling their missions. With the increase in service demand and a reduction in both funding and employees, many nonprofits are having a hard time carrying out their mission and achieving their objectives in the changing environment.
Understandably, many nonprofits are wondering how to make the right digital investments to thrive in these challenging times.
Firstly is very important to understand the principles of digital solidarity.
Complexity. Knowledge, information and cultural capital are the main lever for development of the digital solidarity.
Personalization. There is the necessity of a progressive application of personalization, solidarity requires the empowerment and comprehensive participation of each person.
Comprehensive mobility. One of the greatest characteristics of our time is mobility. There is progressive mobility in all areas: psychological, expectations, identity, physical, relational, communicative, media, social, political and economic mobility.
Communication: dialogue is the key in all dynamics. Vision and expectations are essential, all methods are already conversational. Precisely the digital solidarity speaks of dialogue and universal compatibility.
Alternatives. All action is aimed at creating superior alternatives and generating the creativity, innovation and efficiency necessary to find the best method of solving problems.
Mission Model Approach. Everything is dynamic, comprehensive and sustainably focused on the mission, from the unique contribution of each agency and person.
Replicability. Digital Solidarity creates radical experiences of change that are scalable and open source.
Co-culturalism. Diversity, pluralism and coexistence are a source of innovation and exponentially multiply the creation of value.
Networking. The logic that adds the most value is the collaborative and multi-scale work. Social networks and virtual conversations are an important part of digital solidarity
The best digital solidarity strategy will depend on a set of nuances specific to the sector, including meeting the needs of key stakeholders. There are three main stakeholder groups that nonprofits need to consider — beneficiaries, donors and employees. Depending on the specific characteristics of the nonprofit, such as size, revenue, number of employees and the sub-sector they belong to, the needs of each stakeholder group may differ, and the organization’s digital strategy should be shaped accordingly.
The nonprofit organizations should work on these focus areas and actions:
- Find ways to serve Beneficiaries effectively with the help of digital
- Train Employees to operate with digital technology
- Implement a marketing plan and digital influence
- Encourage online volunteerism
- Develop social solidarity through digital media
- Find ways to serve Beneficiaries effectively with the help of digital
Beneficiaries are the most important stakeholder group. They are the reason nonprofit programs and services exist, why employees are inspired to work each day, and why donors provide support. The way that beneficiaries are being serviced has also changed drastically, with many nonprofit clients experiencing a disruption in services to clients and communities. No profit organizations open had to make significant modifications to the way they service beneficiaries, such as moving from in-person to online modes of operation or having to adapt service delivery for physical distancing requirements and technologies can be used to promote solidarity very effectively.
To carry out their missions and reach as many beneficiaries as possible, nonprofit organizations must adjust to the new environment and find ways to serve beneficiaries effectively with the help of digital. Technology needs have been catalyzed as a means of delivering programming to those that need it most.
- Train Employees to operate with digital technology
Employees are a critical part of bringing the nonprofit’s mission to life. Despite the rapid increase in service demand, many nonprofits are going through layoffs due to financial hardship.
The resource shortage and rapid shift to digital has changed the way most nonprofits operate and the jobs performed by almost all employees. To enable employees to succeed in their new roles, nonprofits must consider how digital tools could be used and what work is required to reskill and upskill for the future.
- Implement a marketing plan and digital influence
Increased competition in the NGO sector brings new challenges, such as attracting and retaining donors and make new partnerships. Creating a community and establishing a good content strategy is the key to generating interest, attracting users, donors and partners. Digital marketing reduces entry barriers to new agents and favors collaboration between people and organizations. NGOs must be very transparent for all the projects they carry out. Donors need to be able to trust the NGOs they support, requiring more and more detailed and rigorous information from the organizations they want to help. The no profits organizations that want to be influential have an opportunity in the digital innovation.
- Encourage online volunteerism
Nonprofit organizations should encourage online volunteerism. A digital volunteer is someone who freely offers to help other people get online and use digital technology. They aren’t paid, but give up their time to pass on their digital skills. Digital volunteers are people who have basic IT skills and the time, patience and enthusiasm to pass them on.
The voluntary action carried out in a virtual way offers the possibility of participation to a large number of people with a great desire for solidarity but with difficulties in attending the headquarters of the NGOs in which the activity is carried out, providing the Organization with a large number of collaborators highly trained.
- Develop social solidarity through digital media
Digital media provides elite and mainstream media an opportunity for counter public spheres to dominate issues. Data collection is conducted through interviews and observation. There are both opportunities and challenges in utilizing digital media to build social solidarity. Characteristics of digital media allow a faster reach of a wider and diverse audience as well as generate an increasingly fierce global competition.
Technologically, digital media sometimes only gives a short opportunity to hold the audience’ attention. Therefore, communication among humans is still needed to strengthen and build public trust. The occurrence of a communication has significant effect when online media are parallel with activities and issues that are offline, demands both forms of communication to be used simultaneously.
In conclusion, digital social innovation is an essential element in the contemporary reconstitution of solidarity and getting digital right involves a tailored approach that can elevate impact for all stakeholders. No profit organizations should understand the importance of placing solidarity and innovation at the heart of their missions to effectively carry out their duties promoting an innovative digital solidarity.
References:
Eni,Maryani (2018) Developing Social Solidarity through Digital Media
Farivar, Cyrus (2011) The Internet of Elsewhere: The Emergent Effects of a Wired World. Rutgers University Press.
How to make your non-profit more innovativehttps://www.itworldcanada.com/blog/how-to-make-your-non-profit-more-innovative/438891
ONN (2020) Ontario Nonprofits: A Flash Survey Report.
Marino, Sara (2021) Mediating the Refugee Crisis Digital Solidarity, Humanitarian Technologies and Border Regimes
Vidal Fernando (2016) Solidaridad Digital
