What's the latest/greatest trend in nonprofit advocacy? Technology. Yes, the effective use of technology now includes much more than simply using email lists or posting documents to a website. This article provides examples of how GIS Mapping and advocacy videos are being used and made available for small nonprofits. Not only is the old adage, "A picture is worth a thousand words" true now more than ever but pinpointing the exact location of those most affected by various policy initiatives has never been easier.

Where's Waldo?

If you are trying to find Waldo, you may find that he resides in a predominantly African American region of the country, where, although there are plenty of playgrounds and community gardens, there are also empty lots and properties in danger of foreclosure. You may also find that Waldo's community has a normal job growth rate with low rates of crime.

All of these features can be transposed onto detailed aggregate maps through GIS (Geographic Information Systems) mapping. GIS mapping gives urban developers and community planners the answers to countless questions about neighborhood change, development opportunities and several demographic variables. With a visual representation of the various pertinent characteristics of a community, planners do not have to utter a thousand words to communicate the need for development or other projects. The map paints a poignant picture of the status quo, so that planners can use their time to convince decision makers to embrace their approach towards changing the status quo instead of others.

There are many different types of GIS maps. Three of the most common types include: context, display and analytical maps. A context map displays one or a few variables by a broad unit of geography such as income level by census tract or zip code. Display maps, on the other hand, are a little more complex. They illustrate one or many variables by smaller units of geography (such as the condition of individual properties at the parcel level). Finally, analytical maps, much more complex than display/context maps, layer multiple variables by various levels of geography. An analytical map might combine education level at the zip code level and condition of individual properties at the parcel level and highlight how the two variables are related to one another. GIS maps can illustrate everything from natural resources to transportation networks to numerous community conditions. GIS mapping can also be used for all of the following initiatives and many more:

• Identifying and reusing vacant land

• Preserving existing and creating new affordable housing

• Targeting resources for maximum impact

Learning How to Use GIS Maps:

If you would like more information on how to use GIS mapping, then there are several organizations that provide training sessions. One such organization is New Urban Research Inc,which is a national social research organization that specializes in quantitative and spatial community analysis. Training is available for beginners and those with more experience.

Counting the Costs of GIS Mapping:

The cost of finding "Waldo" will certainly vary according to the scope of your project. To cut costs, it is quite possible to negotiate a contract that includes five static maps for less than a thousand dollars. A searchable online system, however, will cost approximately $100,000 in start up costs, while maintenance could cost an additional $50,000.

Depending on your organization's budget and mission, GIS maps provide great access to the background characteristics and demographic information needed to justify policy measures for the creation or expansion of various social programs (i.e. affordable housing, early education programs, job training programs, etc). As with other innovations, assessing the benefits and costs of GIS mapping will help you decide if GIS mapping is the best use of organizational resources/time.

Using Videos for Advocacy:

If you are looking for new ways to increase support for your cause, then advocacy videos may be just what the doctor ordered. Take one quick look at the North Texas Food Bank (NTFB) video, Hungertown

On DoGooder TV, and you will see that a thirty second video can effectively communicate your organization’s message and reach more people than you could in a 30 minute speech. Do Gooder TV also allows users to imbed videos onto other websites or email videos, further expanding the reach of your message. Of course, you can also use YouTube to post advocacy videos. (Watch One.org's YouTube video.) However, beware that your advocacy video will be mixed in with countless other videos and may simply become lost. To avoid this, you may want to send promotional email messages to members, friends and allies.

Closing Comments:

Technology is out there. Bring it to your office and use it. Use it to shape your policy initiatives and advocacy efforts. Use it to stay informed and expand the reach of your message. Of course, the choice is yours but choosing not to use the latest developments in technology may inhibit your advocacy capacity or make tasks harder than they should be.