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Who “Owns” Your Web Site?
I'm not naive when it comes to organizational politics, but still I was surprised to hear from two different organizations that there is a struggle within their ranks over which departments have control over their web site. It seems that the current "state of the industry" is this: Communications departments that oversaw the initial development of the web site are being challenged by membership, development and advocacy departments for control of the site. At the risk of sounding like some 19th century German philosopher, this struggle is a good thing that will result in better web sites. To answer this issue with my own rhetorical question, "Who 'owns' your organization's office space?" Of course the web site belongs to the entire organization. However, as communists have proven throughout the 20th century, anything that is owned by "everyone" is actually owned by "no one" and quickly falls into disrepair and disuse. So, let me propose a compromise that you can modify within your organization. Someone needs to manage the web site, ensuring that it is properly hosted, backed up, and equipped with the software tools to measure results, manage content, and communicate with your constituents. That's probably a technical job that belongs with your technical experts. That doesn't mean, however, that they get any control over the content of the site. Someone needs to make sure that the site reflects the "brand" of your nonprofit, including logos, colors, typeface, etc. That's probably the job of someone in your communications area. One solution is to give each department some portion of the "real estate" on the home page of the organization, for them to put up their most current and relevant content. They can use that to "lure" visitors deeper into their own portion of the site, where they can learn more about membership, advocacy, or the latest educational developments. The best solution is to organize the web content based on the constituents' needs rather than your organizational chart. In other words, a press release explaining your stand on the latest bill in Congress could be linked to your online advocacy section, allowing your members to send their thoughts to their own elected representatives via e-mail. The page that thanks them for sending the e-mail to Congress can invite them to join or support the organization. This requires some civility between organizations, if not actual cooperation. But, it brings the nonprofit closer to the true promise of the Internet, which is a transparent offering of benefits to your members, donors, clients, the media, and others who really "own" your organization. August 2003 | ||
