Shift and Reset Strategies for Addressing

Essential strategies the nonprofit community can use to take advantage of rapidly changing technologies and new communication methods in our ultra-connected society In these challenging economic times, it is more important than ever for nonprofits to focus on shaping policy, building capacity, developing talent, improving their marketing and promotion, fundraising, and developing partnerships/collaboration for organizational success. Shift & Reset: Strategies for Supporting Causes in a Connected Society teaches the nonprofit/social change/philanthropy/cause community how to take advantage of rapidly changing technologies and new communication ecosystem that exist in our connected society. Addresses the most critical challenges facing the nonprofit/social change/philanthropy/cause community Re-envisions how we support causes and address serious issues in our connected society Outlines how organizations must operate and what happens when they dont re-think their work Features interviews with over twenty-five leading thinkers/authors/organizational leaders Innovative and right on time, Shift & Reset equips nonprofit professionals with a set of three core principles, a five-step checklist of immediate action items, as well as a list of ten "must-read" items.

BRIAN REICH is Senior Vice President–Global Editor for Edelman Digital, where he provides editorial vision and strategy for the company's digital practice around the world. He is well known for his expertise in new media, Web 2.0, social networks, mobile, community, ecommerce, brand marketing, cause branding, and more. Reich is the author of Media Rules!: Mastering Today's Technology to Connect With and Keep Your Audience (Wiley). He blogs at www.shiftandreset.com and contributes as a Fast Company expert; hosts a regular podcast discussion about the impact of media and technology on society; and teaches consumer behavior and marketing strategy in the Graduate School of Communications at Columbia University.

Foreword	p. ix
Preface	p. xiii
Introduction Knocking the Meteorite Off Its Course	p. 1
Starting the Shift and Reset Process	p. 7
Embracing a New Approach: Mission and Measurement	p. 19
Knowing (Your Audience) Is Half the Battle	p. 55
Shift Your Language or Get Left Behind	p. 81
Shift Your Awareness and Really Support Your Mission	p. 109
Shift Your Education and Leverage EveryoneâÇÖs Passions	p. 141
Shift Your Engagement: ItâÇÖs about Being Active, Not Just Being Present	p. 171
Shift Your Mobilization Efforts and Perform the Right Actions	p. 201
Shift Your Game Plan in Supporting Big Issues	p. 235
The Franken-org: Ways to Increase the Functionality of an Organization and Its Staff (to Drive the Mission)	p. 267
Stop Doing These Four Things	p. 299
Once You Have Shifted . . . Now Reset and Think Bigger!	p. 313
After Impact	p. 331
Notes	p. 341
About the Author	p. 355
Contributor Biographies	p. 365
Acknowledgments	p. 383
Index	p. 387
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Shift and Reset Strategies for Addressing Serious Issues in a Connected Society

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