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6 Ways the Web Impacts Your Entire Organization
Let’s get right to the point: The internet is here to stay. After a full decade of public use, the web has become an integrated part of all business – every business. Let’s face it. Even if you are ignoring your web presence, others are not. It may be that you are losing donations to a competing agency because they are actively using the web. Or it may be that you are losing out because potential donors, volunteers, board members, or funders are evaluating you based on your (lack of?) a website. Here is a list of ways the web impacts your ENTIRE organization and some examples of agencies who are using the web effectively. 1. Education of the public. Have you decided what the primary goal of your site is? That’s right. I said one single primary goal. And what are the two secondary goals? The American Kidney Foundation does a great job of using their web site to make visitors aware of the issues: http://www.kidneyfund.org/. Rather than suffer from what NPA calls NASCAR syndrome, AKF has made a strategic decision to use their site primarily for education. 2. Enhancing your organization’s reputation among the press, government leaders, foundations and corporations. Crises can happen at any time and the web is your first line of communication. However, you can’t develop relationships during crises. They must be cultivated in advance. Journalists do most of their research online before they ever pick up the phone. Government leaders and funders use your site to evaluate your organization. Do you have an online disaster plan? 3. Attraction and cultivation of donors, especially younger donors (duh!). There are 3 myths of online fundraising that most nonprofits believe. Your site is a tool to actively cultivate not just donors, but activists, employees, members, volunteers, board members and committee members. 4. Development of monthly donors, major donors, and planned giving donors (really!). Online donors are the prime demographic for monthly giving programs. The people who visit your site are committed to the mission – they’ve sought you out. The web encourages electronic payments which always have a lower cancel rate. 5. Delivery of services to your constituents. Some nonprofit sites are more about serving their constituents than about fundraising. Equal Justice Works is a prime example of this. 6. Increasing and supporting your volunteer base. Communication with volunteers is essential. Their participation and continued commitment can be encouraged online through community features, blogs, etc. Is your organization using the web effectively? Talk to us about conducting an Internet Strategic Planning and Marketing Audits for you that will point out your opportunities and obstacles. May 2006 | |
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