ABSTRACT
The model stretches beyond catalyzing 'clicktivism', the phenomenon whereby the public shows support for causes with 'clicks' but no other actions, to address how non-profits use digital communications techniques and channels to raise awareness, build communities of advocates, deliver services, and raise funds. Non-profits need digital capabilities in place to ensure they deliver their missions. A digital strategy is needed, but it should not be a separate entity. With lack of resources, skills and funding being the biggest barriers to getting more from digital, many non-profits are falling behind. To become digitally mature, non-profits need to invest in transformation, focusing on people and culture as much as technology. In spite of cultural differences, non-profits can learn from organizations who put digital first. If non-profit organizations are to be able to become digitally mature, they need new structures and ways of working as well as new skill sets.
