Uneasy Rhetoric

Marnie Webb suggests that podcasting is a “good way [for nonprofits] to get content out.” I don’t disagree, but, whereas I believe that nonprofits have been painfully slow to adapt blogging as a model for both content and message management (and especially syndication; Marnie’s employer was virtually silent on RSS/XML syndication for a long, long time), I believe nonprofits should be cautious about hopping on the podcast bandwagon.

I love podcasts. I have almost no music left on my 256mb mp3 player unless it’s a part of Coverville or one of a handful of other music-oriented podcasts. Does that mean I would also listen to a regular podcast from a nonprofit I support? Probably not.

Does that mean nonprofits shouldn’t do it? Of course not, but your message should fit the medium. If your nonprofit serves the blind, for example, having an audio blog might be just the thing (provided your constituency is wired). On the other hand, if your audience are a bunch of over-informed news junkies and your message is fairly straightforward, you can probably get by with a classic, blog-like news site.

My warning does not come from a concern that podcasting will cripple nonprofits, only that they could become a colossal waste of time and energy. Worse, they could become a drain on technology oriented grant funding as grantors flock to “the next big thing,” and nonprofits develop boring podcasts that nobody listens to, just to appease funders.

Okay, the sky isn’t really falling, but how often have we seen a nonprofit waste time and energy on something that doesn’t deserve much? How many nonprofits have spent way too much money designing user-unfriendly websites?

Before a nonprofit jumps into the podcast wading pool, it should consider whether it has specialized content that might be appropriate for this “radio-on-demand.” Technical assistance groups like Techsoup are naturals for such a distribution channel. They could offer interviews with technology gurus or how-to clinics via podcast.

Advocacy groups might be appropriate, but more often than not, their content is just as valuable, and more easily consumed, in writing.

The local SPCA probably does not need a podcast.

But what do I know? In 1995, I was working for the state legislature in Oregon. Our caucus office helped several members develop monthly cable access shows. The 30 minute shows cost $125 each to produce, and were taped in one take. They also cost 2-10 hours of staff time each month as we tried to pick guests, schedule guests, schedule studio time, develop questions, and coach the member. Was it worth it? The member got to see himself on TV and we figured between 6 and 12 people saw the show each month. Short answer: no. Long answer: I can say I produced a TV show.

Think podcasting is different from cable access TV?

That being said, am I thinking about adding a podcast to Uneasy Rhetoric? Yep.