Such tactics are meant to bolster public trust in nonprofits, which also struggle with public skepti- cism regarding employee compensation, especially at the executive level, where salaries can reach $300,000. Nonprofits must balance public and donor expecta- tions, which put a priority on program and mission goals over administrative overhead (where salaries are calculated), with marketplace realities: Top talent is increasingly commanding higher pay. The sector’s turn toward for-profit ideals helps in that regard because funders are beginning to recognize that a nonprofit’s success is predicated on the quality of its staff. COMPETING IN THE DIGITAL AGE According to Nora Ganim Barnes, coauthor of a 2010 study released by the Center for Marketing Research at the University of Massachusetts Dartmouth, 97 per- cent of nonprofits engage in social media, surpassing for-profit usage. And according to Blackbaud’s Online Giving Report, charitable donations in the digital space for organizations of all sizes increased by almost 35 per- cent in 2010. Then there’s the Arab Spring, made up of grassroots revolutions in the Middle East sparked in part by exchanges between activists participating in the social networking sites Twitter and Facebook. Few now question the power of the Internet to facilitate deep social change. This recognition has spawned a host of nonprofits jobs related to the digital space. Online content manager, associate web producer, and director of digital market- ing are just some of the titles you’ll find listed in the nonprofit sector. And, as one newbie in multimedia production says: “I don’t think my foundation would have hired someone my age if it hadn’t been such a new field. They would’ve been able to attract someone with 25 years of experience, no problem. I had an opportu- nity to get my foot in the door because I had as much experience as someone older.” Another insider says: “It’s easier for young people to make inroads in the media field. This is an area where you may not have to slave away as an intern for years before you get hired.” GENERATION Y VS THE BABY BOOMERS: JOB COMPETITION HEATS UP With unemployment holding steady at about 9 percent since 2008, competition for work in all industries has remained fierce, with the nonprofit sector seeing new kinds of job seekers among its applicants. It has, for instance, entertained queries from a greater number of experienced business professionals, especially finan- CHATTING YOUR EAR OFF: NONPROFITS AND SOCIAL MEDIA In summer 2011, Craig Newmark, founder of Craigslist, and his team at Craigconnects (. org/), a site that aims to link the world for the common good, studied the social media presence of various nonprofits.
- Fall '14
- ........., Non-profit organization, voluntary sector, OPPO