The question isn’t whether or not nonprofits should use new media and technologies to engage new members — but how. Ben Rigby’s new book, “Mobilizing Generation 2.0: A Practical Guide to Using Web 2.0 Technologies to Recruit, Organize and Engage Youth,” provides organizations and campaigns with a how-to on finding and targeting young supporters, volunteers, members and donors. The book, presented by Rock the Vote, briefly touches on fundraising, but primarily focuses on friendraising — using new media to engage young people now in the hopes of making them donors later. Throughout the book, Rigby reviews the most popular Web 2.0
“[The American Cancer Society] started Relay for Life events in 1985. Today it conducts events in 4,600 communities in the United States and in 23 countries worldwide. … It applied these years of organizational experience to create and operate a successful Second Life initiative, demonstrating that real-life expertise can be effectively applied to virtual world initiatives.” — Ben Rigby, in his book, “Mobilizing Generation 2.0: A Practical Guide to Using Web 2.0 Technologies to Recruit, Organize and Engage Youth”.