That’s actually the name of a new book by Jeff Jarvis (Jeff is associate professor and director of the interactive journalism program at the City University of New York's new Graduate School of Journalism, in addition to running one of the web’s most popular blogs called Buzzmachine.com).
One of the strategies Jeff highlights in his book (a strategy that we have also embraced here at Network for Good) is that “free is a business model.” Jeff writes that free is no longer a marketing gimmick, and that for nonprofits and for-profits alike, it’s a very efficient way to connect with your audience. So what would Google do if it were a nonprofit? I suspect they would give away tons of free informations to their supporters, a strategy illustrated by this email I receive today from the Christopher & Dana Reeve Foundation. The Foundation is giving away something of value to their supporters, a free chat with a noted psychologist. A copy of their email is below.
For all the money and engagement you're requesting from supporters for tickets, donations and other expenses, one model for success your organization should consider is this: "inspire and connect now, reap all sorts of benefits-including monetary ones-later."
For tips on getting "free" out the door and supporters to come strolling through it, please see our related article, A Four-letter Word That Won't Get You into Trouble with Supporters.
