Dunlea Centre
MEDIA, JOBS & RESOURCES for the COMMON GOOD
NEWS  |  General, Leadership, Research

Digital IQ Index for NFPs


Thursday, 25th November 2010 at 9:53 am
Staff Reporter
A unique index measuring the digital IQ of Public Sector organisations in the US has placed just one Not for Profit organisation in its category of 'genius'.

Thursday, 25th November 2010
at 9:53 am
Staff Reporter


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Digital IQ Index for NFPs
Thursday, 25th November 2010 at 9:53 am

A unique index measuring the digital IQ of Public Sector organisations in the US has placed just one Not for Profit organisation in its category of 'genius'.

The L2 Digital IQ Index for the Public Sector was prepared by the George Washington University's School of Business and looks at the opportunities, challenges, and underpinnings of Social Media Programs in the Public Sector rating them in categories from 1-100.

PETA – People for the Ethical Treatment of Animals – rated third on the list in the 'genius' category with researchers describing the advocacy organisation as having best in class social media platforms that galvanize online action and set the bar for virtual advocacy. No other Not for Profit made it into the 'genius' category.

The Index gave PETA a digital IQ of 149.

Leading the list was NASA which researchers say skyrocketed above the rest of the pack with participation in everything from geo-local to apps and 3D. The White House followed in second with open source contests and YouTube chats.

The study says PETA sets the bar for online advocacy with virtual sit-ins and other exemplary digitally savvy strategies.

Ten other Not for Profits made it into the top 20 section of Index under the category of 'gifted', including the World Wildlife Fund (USA) at number 6 with an IQ of 136.

The researchers say WWF launched the first Not for Profit gift centre on Facebook, allowing fans to adopt a species; and its “Texting for Tigers” employs mobiles to generate fundraising dollars.

The study found that more than 50 percent of the organisations indexed registered Digital IQs in the Feeble and Challenged ranks, suggesting that most public sector organisations have yet to unlock the power of digital platforms. The study says this is a stark contrast to the Digital IQ rankings of more digitally-mature private sector industries, including Automobile (32 percent Challenged & Feeble) and Specialty Retail (42 percent Challenged & Feeble).

It says the good news for organisations classified as Challenged and Feeble is that a modest investment can move the needle dramatically.

It says most of these organisations still have to reap low-hanging fruit: purchasing search terms, establishing a presence on social media platforms, and investing in mobile.

The Researchers say that while the digital age empowers democracy, many of the organisations tasked with tackling the world's toughest challenges are still in the early stages of unlocking the potential of these new platforms.

The Dean of George Washington University's School of Business (GWSB) Doug Guthrie says the researchers uncovered other benefits of digital investment, from mobile proliferation to social media’s effect on SEO (Search Engine Optimisation).

In other words, he says, digital investment is crucial to the future fate of organisations in the public sector with the likely transfer in power and influence from organisations that are digitally inept to those who are digitally deft.

More than 80 percent of the organisations in the study are present on at least one social media platform, 63 percent host a blog and 20 percent have some presence on mobile platforms.

The study says digital is more than another platform to garner support and solicit donations and organisations are only beginning to see hints of the real power of these platforms.

Download the L2 Digital IQ Index here [PDF].

 




Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers?

Get in touch at news@probonoaustralia.com.au

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Write a Reply or Comment

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Five Ways Charities Can Maximise Donations Online

Nicholas Soraghan

Thursday, 9th August 2018 at 4:32 pm

Trust in UK Charities, Findings Challenged

Paul Carter

Monday, 16th July 2018 at 2:48 pm

Study Suggests Cooperatives Could Hold Key to Fixing Housing Crisis

Luke Michael

Wednesday, 11th July 2018 at 3:08 pm

A Social Media Refresh in 30 Minutes

Nicholas Soraghan

Tuesday, 19th June 2018 at 8:20 am

POPULAR

Concerns Raised Over NDIS Barriers for Homeless People With Disability

Maggie Coggan

Tuesday, 7th August 2018 at 8:24 am

NFPs Urged to Focus on Purpose

Luke Michael

Tuesday, 7th August 2018 at 8:27 am

Coordinated Care at Risk Under Marketisation of the NDIS

Luke Michael

Thursday, 9th August 2018 at 8:20 am

New NDIS Quarterly Report Revives Call to Lift NDIA Staff Cap

Luke Michael

Thursday, 16th August 2018 at 8:44 am

Dunlea Centre
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!