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Technology and Nonprofit Management
Themes from the Conference of the Alliance for Nonprofit
Management
by Marc Osten, May 2001
"Technology is the backbone of management and organizational effectiveness. It equips people with data and information that can then be synthesized into learning and knowledge; and, this knowledge is what gives organizations more powerful voices in, and greater impact on, community change -- the ultimate goal of nonprofit capacity-building."
-- Roni Posner, Executive Director, Alliance for Nonprofit Management.
These words sum up the general consensus among participants interviewed at the Alliance for Nonprofit Management's national conference held several weeks ago in Cleveland. Over 400 management support providers, funders, consultants, academics and others gathered in Cleveland to collaborate, learn, network and strategize how to build a more powerful nonprofit sector.
Many topics were on the conference agenda ranging from governance and board development to improvements in evaluation systems. One interesting fact is that over two dozen of the participants in Cleveland were nonprofit technology assistance providers (NTAPs) and there were a variety of technology focused sessions. Back in December 1999 there were just a handful of us NTAPs in Boston for the Alliance's first national conference. The bottom line, management and technology support providers are beginning to collaborate more on a variety of levels. Note the following examples:
The trend to integrate technology into management support efforts is one that most people applaud. My mission in Cleveland was to explore with my non-tech colleagues the relationship between technology use and management effectiveness? Twenty interviews later, several key themes emerged.
1. There is no turning back! We must grapple with and deal with technology to improve the effectiveness of nonprofits.
"Many nonprofits, or at least many of them in Philadelphia, are sort of scared of technology. There are some in the forefront that like to go and grasp all they can get but there are others that are either very slow to get the technology or just are afraid of it. Technology is here and it's not going to go away. The nonprofits that don't get used to it are just going to fall behind, possibly close and then there will be gap in servicing people in need." Lisa Pawinski, Nonprofit Center, LaSalle University
"The nonprofit sector cannot afford to ignore technology at this point or we won't be able to fulfill our missions effectively. It's like, why do we need water, why do we need air?' Technology is pervasive in our society today. We need information and we need what technology offers as a tool to be effective." Kay Pravera, Director of Professional Education, Nonprofit Management Program at University of Illinois
2. Technology offers incredible potential to improve nonprofit operations and effectiveness.
"I think the possibilities are fantastic, fabulous - almost infinite. If we can invest in the hardware and software, but even more invest in the people that could the technology, we would be more effective in lots of ways. We'd see quicker communications, easier management of data and better organizing of information for decision-making. Lisa Amoss, Director of Consulting Services, Center for Nonprofit Resources New Orleans
"Organizations that are able to use technology effectively can develop resources, govern themselves and market much more effectively. From the outside world, funders, volunteers, members and donors have certain expectations around technology. If they can't communicate with the nonprofits they support or collaborate with then they feel disappointed and feel as if they are falling short of their ability to be of service." Lauren Goldstein, Executive Director, Cause Effective
3. To be effective, training in how to use technology is absolutely essential. No point in investing in the tools if we don't know how to use them.
"Nonprofit organizations need to have the skills to effectively use the technology that they already have. Then it will help them be more effective. You really have to show people how to use it and give them a mandate to use it. If it is just hardware you give them then it will sit on the shelf." Wally Wilder, Program and Development Officer, Institute for Global Ethics in Camden Maine
"I think one of the challenges is how to help people use technology tools effectively. I think that is really challenging because it requires training and there seems to be a lack of resources committed to that." Mark Lindberg, Senior Program Officer, Otto Bremer Foundation, St. Paul Minnesota
4. Technology is just a tool and though extremely valuable, should not drive mission.
"It's important for the nonprofit organizations not to let the technology drive them. They need to drive the technology as a tool to better accomplish their mission. Nonprofits need to know how to use it, but be careful that it's only in the context of what their mission is." Paul Sturm, Director, Greater Milwaukee Nonprofit Institute
5. The sector needs an innovative strategy among funders to help bring nonprofits along.
"I think there needs to be an innovative strategy by philanthropists, foundations and government to figure out how we can help the nonprofit sector get the revenue that they need to be competitive. In order for them to be competitive in the 21st century it's critical that they couple the management practices and technology together." Carl Nichols Center for Nonprofit Management Education - UW Milwaukee
So where do we go from here? There is lots of work to do within nonprofits, foundations and in the management support community to raise the level of effective technology deployment. Here is an agenda for action that hasn't been endorsed by anyone powerful, is based purely on anecdotal evidence and is fully rooted in all my personal biases about nonprofits and technology.
1. We need to refocus our view of technology so that we concentrate on sustaining the people who use technology and stop worrying so much about the boxes and wires.
2. We need to spend more time assessing the readiness of nonprofits to effectively integrate technology within their operations and programs before throwing hardware at them.
3. Nonprofits need to incorporate technology planning into their strategic planning efforts or find other ways to ask the question, why choose this particulate technology tool or strategy?
4. Management support organizations need to integrate technology support efforts into their existing mix of management support activities.
5. We need to educate funders about effective technology grant making
Just a few things to put on the agenda!
As Principal of the Summit Consulting Collaborative, Marc Osten is an advisor, planner and facilitator to foundations, management support providers and networks of nonprofit organizations. He and Michael Stein recently launched Dot Org, a publishing venture that covers nonprofit use of the Internet with practical tips, tools and techniques.
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