Shift and Reset: Strategies for Addressing Serious Issues in a Connected Society
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More About This Title Shift and Reset: Strategies for Addressing Serious Issues in a Connected Society


Essential strategies the nonprofit community can use to take advantage of rapidly changing technologies and new communication methods in our ultra-connected society

In these challenging economic times, it is more important than ever for nonprofits to focus on shaping policy, building capacity, developing talent, improving their marketing and promotion, fundraising, and developing partnerships/collaboration for organizational success. Shift & Reset: Strategies for Supporting Causes in a Connected Society teaches the nonprofit/social change/philanthropy/cause community how to take advantage of rapidly changing technologies and new communication ecosystem that exist in our connected society.

  • Addresses the most critical challenges facing the nonprofit/social change/philanthropy/cause community Re-envisions how we support causes and address serious issues in our connected society
  • Outlines how organizations must operate—and what happens when they don't re-think their work
  • Features interviews with over twenty-five leading thinkers/authors/organizational leaders

Innovative and right on time, Shift & Reset equips nonprofit professionals with a set of three core principles, a five-step checklist of immediate action items, as well as a list of ten "must-read" items.


BRIAN REICH is Senior Vice President–Global Editor for Edelman Digital, where he provides editorial vision and strategy for the company's digital practice around the world. He is well known for his expertise in new media, Web 2.0, social networks, mobile, community, ecommerce, brand marketing, cause branding, and more. Reich is the author of Media Rules!: Mastering Today's Technology to Connect With and Keep Your Audience (Wiley). He blogs at and contributes as a Fast Company expert; hosts a regular podcast discussion about the impact of media and technology on society; and teaches consumer behavior and marketing strategy in the Graduate School of Communications at Columbia University.


Foreword ix

Preface xiii

Introduction Knocking the Meteorite Off Its Course 1

Chapter 1 Starting the Shift and Reset Process 7

Chapter 2 Embracing a New Approach: Mission and Measurement 19

Chapter 3 Knowing (Your Audience) Is Half the Battle 55

Chapter 4 Shift Your Language or Get Left Behind 81

Chapter 5 Shift Your Awareness and Really Support Your Mission 109

Chapter 6 Shift Your Education and Leverage Everyone’s Passions 141

Chapter 7 Shift Your Engagement: It’s about Being Active, Not Just Being Present 171

Chapter 8 Shift Your Mobilization Efforts and Perform the Right Actions 201

Chapter 9 Shift Your Game Plan in Supporting Big Issues 235

Chapter 10 The Franken-org: Ways to Increase the Functionality of an Organization and Its Staff (to Drive the Mission) 267

Chapter 11 Stop Doing These Four Things 299

Chapter 12 Once You Have Shifted . . . Now Reset and Think Bigger! 313

Chapter 13 After Impact 331

Notes 341

About the Author 355

Contributor Biographies 365

Acknowledgments 383

Index 387