by Denise

Yesterday, we had our first nonprofit training session this summer. The typical NPO training session runs 60-90 minutes and covers how The Rapidian works and tips for content submission. The last part of the training is devoted to a rundown of how to distribute content through social media.

So why was this training session different? I recently joined the board of the Midtown Neighborhood Association, and since June, I’ve been posting content as a nonprofit neighbor. Our constituency is geographic, and since there are such gaps between each distribution of the quarterly newsletter, our goal is to keep neighbors connected through timely news.

As the primary contact for MNA’s Rapidian account, I’ve registered with a NPO mindset. The observations our staff has garnered has prompted us to add two new fields to NPO profiles: A place to link to your organization’s Twitter and an area to add a condensed mission statement.

Perhaps more interesting is what I’ve found from adding content.

1. Various board members and MNA staff contribute to The Rapidian, but as the gatekeeper, I want to make sure that published articles have news value. We submit content at least once a week, and my contributions are written as news reports or local life features. I’m co-opting a comparison that Laurie Cirivello (The Rapidian’s mom) used: Taking advantage of an online platform doesn’t mean using it as a billboard.
2. While savvy NPOs use both our story bank and calendar, they should suggest coverage of their own events *if* it’s not something they could cover as well as a reporter.
3. Many times, we see NPOs publish pre-coverage of their event but rarely post-coverage of how their event went. We see groups market volunteer opportunities but few stories on who came to the volunteer event and lessons learned or profiles on consistent volunteers. Boys & Girls Clubs of Grand Rapids Youth Commonwealth has done an especially commendable job covering their own events and events outside of their organization that interest their constituency. They often conduct interviews with their youth and staff to incorporate into articles.
4. NPO representatives also have access to materials that reporters would have a harder time organizing.

• Example 1: The Urban Institute for Contemporary Arts puts out very compelling video interviews with artists from all over the country who stop by GR to install their exhibit. Although all exhibits are clearly at the UICA, the video interviews focus on artists’ motivations.
• Example 2: I experienced my first Festival of the Arts earlier this summer. This annual event, known simply as “Festival” to GR natives, has taken place for 41 years. Had Festival signed up as a nonprofit neighbor on The Rapidian, an amazing story would have been a photo essay of 40 years worth of Festival advertisement posters.

So cin cin, fellow nonprofiteers! Here’s to bountiful content that asks the question, what is useful to our audience?