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Small, minority‐based nonprofits in the information age
Author(s) -
Schneider Jo Anne
Publication year - 2003
Publication title -
nonprofit management and leadership
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.844
H-Index - 54
eISSN - 1542-7854
pISSN - 1048-6682
DOI - 10.1002/nml.6
Subject(s) - mainstream , public relations , information technology , the internet , business , marketing , perception , sociology , political science , psychology , computer science , law , neuroscience , world wide web
Pundits of information technology stress that the Internet opens new arenas for nonprofits through the ability toshare information both locally and globally. New technology also changes funders' and other evaluators'expectations regarding proposals. Although new technology makes life easier for organizations with budgets, time, and familiarity with technologyto buy and use these new tools, nonprofits that lack these resources fall even further behind in their quest tosupport and improve their programs. Based on ethnographic research in Kenosha, Wisconsin, this article explores therole of changing technology in the ability of small nonprofits to succeed in implementing their organizationalmission. Using case studies, this article compares the experience of nonprofits and church mission projects based inthe African American and Latino communities in this small city to that of two mainstream organizations in gainingfunding and the general perception of those agencies in the local community. The article argues that expectationsabout the use of technology increase the gaps between a community's haves and have‐nots. Kenoshaorganizations based in communities of color are particularly at risk due to already low funding and lack of stafffamiliar with new technologies. The article demonstrates that the key is often not access to technology or technicalassistance but the time to make the best use of available technology.