If you are in the nonprofit business and looking for a resource to both prove to your boss(es) that social media is the key to fundraising innovation and provide new ideas for an industry looking for a breath of fresh air, then The Future of Nonprofits is it. David Neff and Randal Moss have co-authored the book as a guide for nonprofit organizations to learn the value of innovation and tactics to implementing organizational change.

The book is broken up into three parts, with the first one focused on innovation through definitions, examples and sample strategies. The second part of the book examines three pillars of innovation that are important for all organizations (regardless of size), and the third part provides implementation techniques and chapters dedicated to future considerations. The entire book is chock-full of great case studies and examples, which is all anyone really wants to read, right? :) There are some great interviews with Holly Ross of NTEN and the Capital Area Food Bank along with fun examples of campaigns and movements from the American Cancer Society to Movember (coming up soon!)

Change management and bringing new, innovative ideas to the table is a challenge for any industry, but it seems to be especially true in the nonprofit and association space. But, true innovation can tackle and solve real business challenges and re-energize corporate culture, according to Neff and Moss. Traditional business organizations subscribe to the idea that organizational effeciency will solve all problems, with systems like Lean Management, Six Sigma and Total Quality Management (TQM) all jockeying for position. But the magical missing piece for nonprofits is engagement.

Engagement is the most important metric for nonprofit organizations. Engagement is intangible, elusive, and difficult to measure, but you know it when you see it. ... No matter how financially well-positioned your organization is, if it lacks engagement then it lacks a connection with its core audience as well as a purpose for being.

A-ha. That's where social media comes in.

Consider this... with social media...

• Individuals have the power to mobilize a community using FREE tools
• Awareness drives action - and social media drives awareness (Charity:Water and Twestival is the example given for this)
• It's a two way street. Fundraisers and donors can not only give, but they can share and create with others
• Donors want to see their money in action. Social media gives them instant gratification (thanks!) and an opportunity to give a gift their way

Not only is the book a good guide of why and how to get started, but it provides information on staffing the right people for the job and developing a strucure both right for innovation and to grow in the future. If you want more, I think it's a great addition to Beth Kanter's and Alison Fine's book, The Networked Nonprofit: Connecting with Social Media to Drive Change.

One key takeaway can be found on pg. 108, which I think is a great measure for any kind of campaign or new idea within an organization.

Experiment, Encourage, Evaluate and Reward.

A few other things I love about the book:

1. Social Media Club connections! Both David and Jeff are involved with Social Media Club - so you know they "get it" and "share it"! 
2. The Appendices is where stuff gets good - it features sample job descriptions, an organizational innovation quiz (I love quizzes!), and a comic (it's like an old school infographic)
3. Resources! Great list of how to keep learning about nonprofit issues and social media tools (pg. 86-94)

Definitely get and share this book with anyone in the nonprofit and fundraising industry, and even if you're not in that world, you can probably learn something from this book!

**Social Media Club members (Open/Pro/SMB/Corporate) are welcome to participate in a free webinar hosted by Social Media Club featuring David Neff and Randall Moss, Authors of The Future of Nonprofits on Tuesday, November 29th at 2pm EDT. Register here!**

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