As more nonprofit organizations take advantage of the ease of creating an online presence, they need to understand the fundamental nature of Web 2.0: its interactivity between writers and readers. The “(un)civil discourse” that often comes from such interactivity results in an inherent lack of control for writers and their organizations. However, the nonprofits that most successfully use Web 2.0 technologies to enhance their missions are those that accept and even embrace this lack of control, finding ways to use it productively to improve their advocacy and empower their supporters and clients.
A Journal of Community-Engaged Writing and Rhetoric