Rock the Vote Writes Guide to Web 2.0

You don't have to be a political organization to appreciate and use the guidance in Mobilizing Generation 2.0: A Practical Guide.

It is clear that we all have to hit the Internet and learn to use the tools of social networking to reach young people today. Rock the Vote has been a leader in doing this, contributing to an historical 4.3 million voter increase in 18-29 year-olds' turnout in the 2004 election that overturned the U.S. Congress.

Such techniques have been widely used in this election year with stunning results, catapulting a nearly unknown contender to the Democratic presidential nomination, buoyed by a new generation of engaged, politically active young adults.

Now Rock the Vote has put the lessons of its success into its book, Mobilizing Generation 2.0, providing the rest of us a "how-to" guide to reaching and mobilizing our young supporters.

There is so much in this book that you will want to read it at length. To help us to not be overwhelmed by the wealth of tools and strategies for reaching today's youth, the book breaks the information into chapters on blogging; social networking; video and photo sharing; mobile phones; wikis; maps; and virtual worlds.

Each chapter is written with the novice in mind so that you learn about the history of each technique or medium, tips on how to get started, examples of how other nonprofits are using the techniques, and lists of resources for further study or action.

If you are new to social media, pick out one idea or technique to start with. If you are more experienced, this book will give you ideas and the impetus to try more advanced strategies.

Although the book addresses how to reach young people, much of the advice can be used with any age group. All age groups are increasingly turning to the Internet for information, staying in contact, and to transact business.

We really liked the section in the book on story-telling, which is apropos for any age and any nonprofit. Read the suggestions in our article, Story-Telling for the Nonprofit: How to Dramatize Your Cause.