Yesterday Chris Brogan sent out an email and published a blog post announcing a new membership group, 501 Mission Place. The “501” in the subject heading caught my eye. Sure enough, it’s an online community for those who run nonprofits. 501, a term that resonates with any nonprofit professional, is the section in the Internal Revenue Code covering tax-exempt nonprofit organizations.
The website says, “In a community of peers and colleagues the right connection, the right answer or the right idea is just a conversation away.” That sounds a lot like what we promise as a return on association membership dues:
- Networking –> Connections
- Information –> Answers
- Education –> Ideas
The focus here is on benefits, not features, nicely done.
We’re reminded about the benefits of conference attendance, a luxury that many nonprofit (and association) staff can’t fit into their tight budgets – developing relationships with your peers, stimulating conversations, problem-solving, inspiration, collaboration and community with those “who understand the very unique pressures and challenges of leading a non-profit.”
For $27 a month, members have access to online forums, seminars, articles, blogs, leadership interviews and resource libraries. That fee also buys a closed community – “a safe place for you to share what you’re doing, get peer-sourced help and feedback when you need it and to give it when you’re able.” It’s $324 a year for membership in 501 Mission Place. That’s within $100 of the dues charged by my national membership organizations, some are higher and some are lower.
Association bloggers and tweeps have been talking for years about online communities being either a threat or opportunity for associations. The issue was even the topic of conversation on the first Twitter #assnchat back in May 2009. If your association doesn’t offer ways for members to develop relationships and knowledge online, will they find it packaged in a more convenient, and perhaps more affordable, package elsewhere?
Is 501 Mission Place (#501mp) the future we’ve been talking about?
November 4, 2010 at 9:10 am
I’m sure you’ve seen me gushing about The Community Roundtable on Twitter, my blog, the SocialFish blog, etc. It’s very similar to this concept–“a peer network”, but it’s for community managers. I personally see it as kind of a concierge association and I LOVE it and get a ton of value from it. They do weeky member calls featuring experts and practitioners, have a great online community–AND are actitely involved with members on Twitter. Granted, the scale is much smaller than an association, but it works for the way I and other professional community managers work–e.g. online and needing input from each other.
Here’s the difference between what I’m calling concierge associations like the Community Roundtable and 501 Mission Place: no bullshit hierarchy or committees or other governance stuff. Even though other members of the Community Roundtable have tons of experience and/or work for huge companies, I feel like I am equally valued as a member. With ASAE, I am nobody–except in the blogger/social media part, which is the part that the execs and many council members see as nuisances, complainers and bit-players, if anything. Don’t get me wrong–there are some ASAE staff who I LOVE and who are the reason I still belong, but I have no illusion that I matter to anybody much there.
New membership models like this one and the Community Roundtable are about relationships and knowledge-sharing, not about supporting the overhead of an association staff, a bunch of time and money-wasting committee meetings and all the other stuff associations get so wrapped up in. Granted, it’s exactly these things that support me and our other mutual association staffer friends, so I’m one to talk, but hey–you gotta call a spade a spade.
501 Mission Place sounds very similar and I’m tempted to try it. Especially if you’re a “digital native” or something like that, membership orgs like it make great sense. I also think the monthly dues structure is a good idea, and something associations obviously can’t offer.
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November 4, 2010 at 9:38 am
Yes, I have seen you gushing about The Community Roundtable. That’s a great example of an online community that could be a threat to national associations. Maddie mentioned Marketing Profs as another example. I wonder about the viability of the national association model if they continue on the same path they’ve been on for 60-something (if not more) years.
Trade associations do have one benefit that I haven’t seen offered by online communities — lobbying. Many large companies have their own lobbyists, but smaller businesses rely on their trade association’s lobbyists for legislative and regulatory support. That need isn’t going away.
When I think about an association like ASAE, I question how relevant it is to me when I can develop relationships online and find professional development resources online. But I value my state SAE membership, mostly for the frequent opportunities for face-to-face meetings with my peers, either through volunteering, educational sessions, luncheons or our Thirsty Thursday happy hours. That’s a membership I don’t question, but my national memberships? Hmm, the jury is out.
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November 4, 2010 at 10:15 pm
Maggie, I love these comments. I’ve been on the board of membership associations helping nonprofits for the last decade so I especially like the governance one!
Most of these associations seem to be centered around an annual conference. As a social media nut, I’ve tried getting these associations to use the free tools to help members form bonds between conferences.
Having initiated alumni communities in a couple of my jobs, I know it’s hard get people to contribute. It has proven even harder with the association online communities. I think it’s because people join the association thinking of the conference.
I love the 501MP idea [full disclosure: I’m a founder] because people are coming for online and IRL connections, not a once a year conference. These expectations are already showing better results in the discussion forums!
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November 4, 2010 at 10:05 am
I have some very random thoughts swirling around my head about this announcement, mostly things that bother me, despite the fact that theoretically this kind of community is a good idea.
– first, the fact that in Chris Brogan’s announcement that you link to above, there’s the stated belief that “the non-profit community was crippled by a lack of real community” – which is not only not true at all, but they know for a fact that it’s not true since John Haydon is part of it and he’s very involved with the extremely vibrant NPTech community. I’d love to hear his take on it all.
– this is a for-profit venture (with 10% of profits going to an as-yet-undetermined nonprofit) so they must have created it specifically to tap into the huge nonprofit community they know exist.
– the “501 Mission Place” name makes it appear to be a nonprofit when it’s not one.
– the blog post says “Our goal is to grow 501 Mission Place into a community of practitioners and helpful specialists” but the Mission Place website says it’s for Executive Directors and nonprofit leaders. We know these are two totally different audiences, so which is it for? Are there criteria you need to be eligible for membership? ED’s in my experience don’t want to mix with practitioners, even when they say they do. Of course for small nonprofits they may be one and the same person.
– unlike an association, there’s no face to face component. So will the educational/community value prove to be worth it when there’s so much of that out there already, most of it free?
I’ll be interested to see what happens with this.
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November 4, 2010 at 10:38 am
Ha ha, I was thinking of following up this “well look what we have here” post with a “let’s take a deeper look” post but you scooped some of my thoughts with your comment! Your first point about a perceived lack of community is disturbing. I see NTEN as one outpost of that community, more of a niche but a vibrant one. But even though I only observe the nonprofit community from its edges, I know it’s there. I wonder if 501mp is going after those who may read blogs or be on someone’s email list but aren’t participating online in other ways. Or does he mean that there isn’t a traditional association serving this entire market — yeah, which market, good point I hadn’t noticed, executives or practitioners?
I’m curious about his Third Tribe venture. Does anyone belong to that? A guy who states he charges $22,000 daily rate is definitely looking to make a profit off this, and why not. He doesn’t come from the community so I suppose that type of approach is easy for him. His motives are bound to be different. He perceives a need and is attempting to fill it.
$324/year is more expensive than many other national associations so they will have to provide a better ROI for that dues investment. It will be fascinating to watch. The thing is, I bet if you ask most nonprofit execs or staff if they recognize Chris Brogan’s or any of the other founders’ names, they won’t. So it will be interesting to see if they can transfer their social mojo into the real world and take members away from the brick-and-mortar associations.
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November 4, 2010 at 12:58 pm
When I read my reply, it sounds like I don’t agree with the decision to charge a monthly fee, when in fact I do. Members often get more out of online communities than they do traditional ones, so why not charge. In the end, the member will decide, like they do with his/her association membership, whether the value was worth the investment and whether to renew.
And I don’t question his motives, there’s nothing wrong with what he’s doing.
Note to self: really really read your comments for unintended slants before hitting Submit.
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December 16, 2010 at 5:07 pm
I’m a member of Third Tribe. I get a lot out of it, and would probably get more out of it if I had the time to visit the site more than about once a month. Personally, I’ve found that Chris does a good job at creating value that’s equal to or more than what you’re paying for that value.
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December 16, 2010 at 5:16 pm
Thanks for sharing your thoughts on Third Tribe, I had wondered about that. I’m all for online membership communities but I wonder if any have encouraged face-to-face meet-ups of members. For example, do any make it easy for you to find members in your area and do members use the community to organize face-to-face events? Have you ever met anyone from Third Tribe in real life that you didn’t know already? I wouldn’t judge a group by its ability to do that or not, but it certainly would be an additional benefit.
Thanks, Sue Anne for commenting.
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November 4, 2010 at 4:47 pm
Hey there!
I’m the host at 501 Mission Place and I think you’ll hear John Haydon’s comments soon 🙂 He’s in a meeting but forwarded your post on to me.
John is actually the one who wrote the quote you refer to! We’re not saying there’s no community…there certainly is a vibrant NPtech community, but we’re talking about community for the people who are leading nonprofits. Those of us active in social media and nptech tend to forget (I know I do!) that the average Executive Director is not on twitter or other social platforms talking to their colleagues and that most of them truly feel isolated in their day to day role. When we say crippled by a lack of community, we mean that most E.D.’s in the middle of a workday don’t have a place to go to get advice or ask questions from people who are in the same role. Most E.D.’s are too busy to go to networking groups and many E.D.’s and Founders don’t have the budget to attend major conferences where you meet the peers who can become your “go to” mentors.
I also want to clarify that we are indeed a community for Executive Directors and Founders. Content outside of the forums is from a mix of consultants to the non-profit community and people who are current E.D.’s/Founders. There are some consultants who are members (and main contributors, like John), and they’re there to be a resource and share their broader experience with the community at large.
501MP was created as a for-profit because it didn’t make sense to make it an association. It was not created to tap into a huge market and make money, it was created to provide a value and resource that we knew was missing. All of us believe in the power of community and this is a labor of love. Our name isn’t meant to be deceiving…it’s meant to be a cute way to convey that we’re building a place we want to feel like home. It’s supposed to be an address 🙂
Assuming there will never be any face to face interaction like an association doesn’t give us much room to grow, ladies! We do hope to facilitate regional in person interactions, but being brand new we’re just not there yet.
When I personally started planning a community like this it was because I had a lot of people contacting me who had just started their own non-profits or were only a few years in and they had tons of questions. They didn’t know about resources I took for granted. But I’m fairly fortunate to attend and speak at a lot of conferences and have developed an incredible circle of support made up of other young, nonprofit E.D.’s/Founders.
For me, for Chris, for John, Rob and Marc – we wanted to create that 24/7. That’s what we see the value as. We’re providing what would cost thousands of dollars to have access to (conference registrations, webinar fees, travel, etc) for $27/month.
Deirdre, thank you for writing this post and Maddie, thank you for your criticisms. We’ll be adding a page to the site that talks a little more about what new content we’ve added each month and who you might find inside.
As an aside, we’re not looking to take people away from associations they already belong to. I belong to NTEN and don’t see myself cancelling my membership there because I’m at 501MP. They’re two different audiences! We made this for the many E.D.’s and Founders out there who don’t feel like the place they need exists yet. I think you’ll also be pleased if you follow in the future to see that many of our guest contributors are from other associations.
Thanks again for talking about us – we were very flattered to see this discussion!
Best,
Estrella Rosenberg
Host, 501 Mission Place
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November 4, 2010 at 5:22 pm
Thanks Estrella for those clarifications and giving us some additional background on 501MP. It’s funny, I had a friend just the other day ask me where she could get resources on starting a 501(c)3. I would love to see 501MP be a first safe step into online communities for those execs out there who are not yet convinced of their value.
I would love to see your team share your experiences in community-building with the association and community management folks. There’s much to learn from each other.
Thanks again for taking the time to visit and share your thoughts with us.
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November 4, 2010 at 9:53 pm
Deirdre – Do you think there should be a resource section in 501MP for starting a 501(c)3? And if so, what kind of info would be useful?
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November 4, 2010 at 10:44 pm
Yes yes yes! Judging from my friend’s request and what I’ve seen in the #501mp tweet stream, I think there’s a need. Lots of folks get inspired to make a difference but are scared away by the whole process of forming a 501(c)3. Heck, I’ve scared them off myself because I’ve never navigated it and know how many ways nonprofits can go astray unintentionally. They don’t want to (and can’t afford to) hire a lawyer to guide them through the process, they just want to do good work. I would think step-by-step instructions on how to incorporate, guidelines for bylaws and board selection, board responsibilities, legal liability issues to be aware of, geez, the more I think about this, the more there is to teach, but you’ll have the experts to guide you along on this. I’d focus on what can help getting the orgs off the ground and on sound financial and legal footing.
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November 4, 2010 at 10:53 pm
John, those are some of the resources that I’m uploading over the weekend. 🙂
Deirdre, we believe that one of 501MP’s greatest strengths is it’s ability to incubate new nonprofits. Brand new organizations are the most isolated when it comes to resources and networking, and I know personally how much having these things can accelerate the growth of a startup. Like John, I’d love your suggestions on what those resources should include. Over the weekend I’m uploading sample 990’s, articles of incorporation, 1023 applications, budgets, development letters and pieces, Board Agendas, etc – with the intention of letting the community add their own so new nonprofits will have plenty of examples to use as guidance when creating these things for their own organizations.
What more could we add to make it a better resource?
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November 4, 2010 at 11:13 pm
Nonprofit incubator, I like that. I gave some suggestions in my reply to John’s comment right above your comment. My brain is weary now so if I think of others, I’ll let you know. This thread is getting skinny!
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November 4, 2010 at 9:22 pm
Maddie! 🙂
You raise some very important points here – points that 501 Misson are taking to heart.
I joined the 501 Mission Place team precisely because I saw a need for an online community of EDs. You and I both know that people in the field, like Danielle Brigida and Manny Hernandez, as well as many NTEN folks already have a solid sense of community. So 501 Mission Place is not for the NPTecher.
It is meant for Executive Directors and Founders and other nonprofit execs who want to discuss a range of topics: HR, Legal, Marketing, Taxes…
The ultimate goal is that peers in 501 MP support each other, fill in each other’s missing piece. For example, one ED might be amazing at creating killer events, but be very bad at sensitive HR issues. The community is meant to pair people up – almost like a buddy system, so that eventually, all orgs involved at more powerful.
We (I mean all of us together – 501MP aside) are extremely lucky that we have people like you and Deirdre who can help fledgling ideas like 501MP grow.
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November 4, 2010 at 9:57 pm
Thanks doll. You know I trust and value your opinion highly! I truly think it’s all just a matter of clarity, not of intent – meaning that the whole project will be that much more awesome once everyone is clear on who it’s for and what it’s about and stuff… thanks!!
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November 4, 2010 at 12:25 pm
Thanks so much for hosting a discussion here. My take is that I don’t really care that it’s for-profit, but I think they bury that lead and need to be much more transparent. Sure, they say it, but who READS all that text on the join page?
And, I have to agree with Maddie. I’m confused about what will happen here. But I guess the only way to find out is to join!
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November 4, 2010 at 12:52 pm
You’re welcome, Holly, and thanks for joining our discussion. I can always rely on Maddie and Maggie to help stir up stimulating conversation. Since I already belong to too many associations (occupational hazard, I guess) and I’m not the target audience, I won’t be joining 501mp. However, I’m very interested in watching, from the other side of the fence, how its community develops. I really do think that it, along with other online communities like The Community Roundtable, can be a model for associations as they learn to navigate the online world.
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November 4, 2010 at 9:19 pm
This is the crux of my criticisms above – absolutely no problem to charge for membership and/or education, everyone does. Like you said, Holly, it’s the fact that there’s a lack of transparency and clarity in their description of the community – who it’s for, the fact that it’s a for-profit with a nonprofity name, who’s providing content (practitioners and consultants?), what are the barriers to entry (if it’s for ED’s how are they keeping non-ED’s out?), what kind of content exactly are you paying for (which they are addressing, I see from comments), since you can’t see it til you fork out your money… etc.
I appreciate Estrella replying above but a lot of these questions are still unanswered.
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November 4, 2010 at 10:46 pm
Hey Maddie –
Pretty much everything you mentioned above will be addressed on the site in a few short days. Our intention was never not to be transparent, but we can see now that we simply haven’t provided enough information.
We really didn’t anticipate the idea that us being a for-profit would be something of such note. Nearly all online fee based membership communities are for-profit, so we never thought people would assume we weren’t. We realize from responses like yours that because we are a community for non-profits people are coming to the conclusion that we are a nonprofit. That’s something we plan to make really clear as we adjust the pre-member area.
Who’s providing the featured content will be spelled out as well, although the content is curated on a month to month basis and with the exception of the first two months isn’t yet scheduled. It’s important to us to listen to what our members are saying they need through their forum posts. If we find that a majority of our community is asking for help with a specific topic, then that’s what we’ll curate content around. There is no set of constant content contributors…when we ask someone to write an article, conduct a seminar or do an interview it’s because we believe they have something valuable to contribute on the topic. Because no one person or group of people is an expert on everything, except in the occasion of follow up or multi-part series it will be rare to see curated content from the same people very often.
We’re not doing anything to actively keep people who aren’t E.D.’s or Founders out. We recognize that Chapter leaders, committed Board Members and other leadership roles might function like an E.D. For those who aren’t really in that role, they’d quickly see that 501MP wasn’t geared towards anything but people in a leadership role and we believe they wouldn’t hang out for more than a day or two. We also didn’t want to create a barrier to entry for people who are in the start up phase. 501MP is a fantastic incubator!
Let me know if you feel like still have unanswered questions – we can’t tell you how much we appreciate your comments. We want to make this as valuable as it can be for NP leaders and if they can’t see why they should join it won’t be of any value at all!
Because you’ve all been so generous with your energy talking about this here today, instead of making you wait to hear who are content contributors are until I some new web pages and our developers get them up:
Right now there’s a seminar from Nate St. Pierre, Founder of It Starts With Us on harnessing the Power of Community with no budget and little tech skill.
Chris Brogan gives an interview and answers questions about how non-profits can use social media more effectively.
I give an interview for those of us who run organizations that deal with life threatening illness and loss on navigating the days when heartaches outweigh the triumphs.
I also wrote a blog on what happens when you shift your mindset from mission to vision.
Marc Pitman wrote a great primer on twitter for the members in our community who aren’t as social media savvy as those of here 🙂
Scheduled for future interviews are people like Beth Kanter, and Barb Talisman will be doing a multi-part webinar on transforming a broken Board.
You heard it here first 🙂
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November 5, 2010 at 7:10 am
Thanks Estrella, your continued openness to tell us what this is all about is much appreciated. This all sounds good and I hope it all works. My one piece of advice would be to make sure you have vetted nonprofit experts providing the content (on social media and everything else) – Chris Brogan is an amazing person with a lot of knowledge to give but there are people (like Beth Kanter on your list, like John, like many NPTechers you probably know) who have much, much more experience with actual nonprofit social media work.
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November 4, 2010 at 12:57 pm
While it could definitely be seen as a potential threat, we sometimes forget that a fairly good-sized percentage of association professionals don’t belong to ASAE, their allied, or both. That’s a lot of market share that may be looking for a community.
And I never expect ASAE to be a custom-designed home for me. It’s the developer building the neighborhood and we all have to determine whether there is a lot available within it where we want to create a home. So long as their “developer guidelines” aren’t too restrictive and the covenants not too annoying, I’m happy to do the work to make it a place I want to spend some time, albeit not exclusively.
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November 4, 2010 at 1:02 pm
I love the developer analogy, and not just because of my home building association background! Imagine a world where many possible communities await us. We might move from one to another as we progress through our career, or our interests or needs change. Instead of having only one default association to belong to, we have a choice. As a consumer/member, I like that! Thanks, Jeffrey for adding to our discussion.
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November 4, 2010 at 6:42 pm
Deirdre,
I’m not sure.
I can see plenty jumpinh on for the access to the “human capital” present.
But I see what they are fundamentally doing as something that can easily be done by so many things online.
I have said over and over again at work… if we can not find a way to compete with FREE or almost FREE in terms of these knowledge-based tools etc, then we are going to lose every time.
Kyle Sexton used Ning to create a whole online world for his chamber and is selling the model. Eventually places will figure out that it is not that expensive to do on your own.
Alot of these online gurus are going to membership models, but I think it is going to end up biting them in the butt eventually.
FREE has become the norm in terms of expectations.
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November 4, 2010 at 7:55 pm
We get free connections, answers and ideas all the time, don’t we? Free isn’t the norm for associations, how do they replace that revenue? There are probably innovative ways to do so, but I think ‘free’ scares them and rightly so until they figure out the revenue issue. But more and more association members, like myself, are used to ‘free’. To be honest, I’m not sure what I’ll do when my membership is up for renewal at some of the national associations I belong to. There are a few fee-based online membership communities that might interest me, but I’m not convinced of their value yet, plus my membership budget is still wrapped up in traditional associations. I’m seeing more and more of these online communities pop up all the time. It seems to be the next step in monetizing a blog. Hmm, I wonder if they’re all learning this somewhere, maybe in a fee-based online community. 😉
I didn’t know about Kyle Sexton’s model, sounds interesting, I’ll check that out. Thanks, Todd, for bringing up the ‘free’ issue.
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November 4, 2010 at 9:09 pm
Oh yes, look at all the long time bloggers who are giving up their blogs and the other sell piecemeal… they are moving to membership models.
Check out Nathan Hangen, from my neck of the woods, and his moves lately
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November 4, 2010 at 9:46 pm
Is it just me or in many ways are these “social clubs” online just a virtual BNI or Mastermind group?
Why not just take your concerns to Linkedin or any other number of more pertinent places?
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November 4, 2010 at 11:01 pm
They have the potential to be more than just “social clubs.” I’ve got a few different social clubs on Twitter, that’s easy. But if I found an online community that fits exactly what I need professionally (knowledge-wise) and is full of people who do what I do, who inspire and help me and whom I can help too, a community that provides more value than I expected — that would be very cool. Sign me up. I can’t imagine LinkedIn even approaching that.
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November 5, 2010 at 9:05 am
Why not? There are plenty of groups already established. I think a lot of it has to do with GIGO. Just need to find the right one and you can do it without paying 300+ dollars/year
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November 17, 2010 at 8:10 pm
I’ll be interested to look into this further. I think they should give people a free membership of at least a week. I don’t totally trust that what they offer cannot be had on the Internet via LinkedIn, as mentioned above, or through many other resources. How to start a 501c3? Come on–there are plenty of resources to be had on the Internet about that, and they’re from trusted sources. I am also concerned about the folks involved. John is a social media expert, but — and I know I’m in the minority here — I have thought some of his posts in the early days were vacuous and dismissive of nonprofits. I would trust him only to advise on social media. Marc is a well respected fundraiser so I’m sure he will have good advice. But what about the meat of things– management and governance. Estrella seems like a nice person, but none of her nonprofits are recognizable ones. She is from Chicago, as I am, where I am extremely active in the nonprofit community, and where I belong to many networking groups, and I have never heard of her. I can’t trust her advice until I read it, and I will have to pay $27 to do so.
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November 17, 2010 at 8:28 pm
Thanks Will for sharing your thoughts here. Chris Brogan just published a post the other day that gave a video tour of the community because he knew people wanted a peek behind the curtain. I agree with you that there are many resources out there for non-profits, but a lot of people, especially those starting a new venture, want more than resources. They want guidance from someone they can reach out to — someone they can ask dumb questions to in a private community, sort of a virtual hand holding. I think that will be the selling point of 501 Mission Place, not just the resources, but the community.
Yes, there are local communities now, here in NC, in Chicago and many places, but maybe these groups don’t work for everyone, who knows, schedule, location or shyness could be factors. Some of us are more social than others.
I’ve got to take issue with you about John Haydon. I read him regularly. He is top notch when it comes to non-profits and social media. He gets it and I think is the biggest asset 501 Mission Place has. Now I say that not being familiar with any of the other founders, except for Chris Brogan.
But I’m really glad you added this to the discussion. I’m a bit of a cheerleader sometimes when it comes to communities and willing to be optimistic. So many people are craving a community and perhaps this is just the thing for some, not all, but some. Thanks, Will.
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November 17, 2010 at 9:53 pm
Thanks. Please note that I did say I would trust John on social media. My question is on who is providing governance and management advice? I fear that because “social media” is the platform, social-media-driven advice and social-media personalities dominate in providing technical assistance on the web, and other backgrounds and disciplines are overlooked.
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November 17, 2010 at 11:10 pm
That’s a really good point and I missed that in your comment — reading too quickly again. Non-profits can incur huge liability, losses and standing if they aren’t on solid ground when it comes to governance and management. Hmm, I hope they don’t get lost in the social media bubble.
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February 27, 2013 at 3:06 pm
[…] for non-profit Executive Directors (and it’s got the backing of some heavy hitters). Deirdre Reid asks: is this an opportunity…or a […]
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