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This week’s non-profit in the spotlight is Save the Children. The organizations states that, “Our vision is a world in which every child attains the right to survival, protection, development and participation. Our mission is to inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives.”

Once a week, I dedicate a post to the intersection of non-profits and social media. I believe that non-profits can really benefit from understanding the way social media works and try to find organizations that are successfully engaging with Web 2.0. I have mentioned in the past that this has sometimes been a bit of a challenge. While many non-profits have a website and even a Facebook or Twitter account, they do not always function with the awareness of reaching a new audience.

I found Save the Children by doing a search for “how to help kids.” I believe a non-profit needs to think in terms of who they want to reach. While some of their audience will be people who are already converted to the cause and can be reached via email lists, advocacy is about reaching those thinking about the topic also. Kudos to Save the Children for positioning themselves to reach a larger audience.

Save the Children has more than 100,000 followers on Facebook and Twitter, and uses Flickr and YouTube to good visual effect also.

The Facebook opens to the organization’s Donate page and there is also a Facebook page of Save the Children’s Twitter updates. Interesting cross linking. The organization has a blog of ‘Voices from the Field’ on Typepad.  It took me a couple of clicks to get to the blog. This is the one issue which I felt could be improved – a slightly easier access to those immediate accounts can be better use of a powerful tool.

In all their social media sites, Save the Children has made it easy for  to engage with the organization and that is the ultimate goal of all social networking. Here is wishing them continued success in their advocacy and fundraising initiatives!