Owned media refers to the channels controlled by the nonprofit organization. For example, its website, email newsletters, mobile app, forums, video-sharing platforms, webinars, etc.
With traditional media evolving at a rapid rate and social media getting cluttered, there is a need for nonprofits of all sizes to present their best work in one place using owned media.
The power of media in the hands of individuals means that organizations can use owned media and encourage employees who use owned and shared media to promote their cause.
In a digital world, personal branding is natural, and content creation is exploding. Employees actively use their owned and shared media accounts to engage meaningfully with the world around them. Encourage their support as it is a win-win situation for the employee and the organization.
Today, more people are getting involved with nonprofit causes than ever before.
Increased giving: In 2021, global charitable giving reached an estimated $466 billion, up from $347 billion in 2015 - a growth rate of over 30% in just six years.
More volunteers: According to the World Volunteering Report 2018, an estimated 1 billion people volunteer their time to nonprofits yearly - over 14% of the global population.
Greater awareness and support: An increasing number of people are following nonprofits on social media, attending nonprofit events, and donating to nonprofits through online platforms.
There is still work to be done to increase involvement with nonprofit causes in many countries because charitable giving is still relatively low. Many people are unaware of the various ways they can engage with nonprofits.
Five reasons why small nonprofits need to use owned media
Cost-effectiveness: Apart from minor setup costs for a website, owned media is relatively inexpensive. With websites like Squarespace and Wix that provide ready-to-use templates, anyone can create them without the help of a technical person.
Controlling Your Message: With owned media, you have complete control over the message that you are sending out. This is important because it allows you to ensure that your messaging is consistent and aligned with your overall brand and mission.
Reaching Large Audiences: Owned media allows you to reach a wider audience than you could through traditional methods, such as print or radio advertising. This is because you can share your content on social media and other online platforms where your target audience is already spending time. An active website with a simple SEO strategy can get audiences to your website via search results.
Meaningful Engagement: Owned media can answer questions, provide support, and build relationships with potential donors and volunteers. Owned media provides the one-stop shop for nonprofits to engage with donors, volunteers, partners, CSR, etc.
Long-Term Benefits: Unlike social media, owned media provides long-term benefits for nonprofits. The content they create can be archived and accessed by their audience at any time, providing a lasting impact and allowing them to build a strong brand reputation over time.
You are the media powerhouse for your cause with owned media. Invest in a communications person (in-house or freelance) to build your brand and encourage employees to use their accounts effectively. Get the word out across owned, shared, earned, and paid media for the good work you do.
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