"Effective Online Communications" is the chapter I wrote in the book from The Nonprofit Technology Network (NTEN) Managing Technology to Meet Your Mission (2009, Jossey-Bass/Wiley), released today.
In this chapter I cover planning for and executing strategies to support an effective website and email communications in nonprofit organizations.
An organization's online communications via their website and email form the foundation of an effective online presence. In order to take advantage of social media and web 2.0 technologies, organizations first need a solid foundation. I cover planning, elements of engaging websites, using email to drive traffic to the site and tracking results to improve results.
There are a host of distinguished nonprofit writers that also contributed great chapters to the book covering the spectrum of technology management:
PART ONE: PLANNING AND PEOPLE.
Chapter 1: Mission First: Achieving IT Alignment (Steve Heye)
Chapter 2: Managing Technology Change (Dahna Goldstein)
Chapter 3: Measuring the Return on Investment of Technology (Beth Kanter)
Chapter 4: How to Decide: IT Planning and Prioritizing (Peter Campbell)
Chapter 5: Finding and Keeping the Right People (James Weinberg, and Cassie Scarano)
Chapter 6: Budgeting for and Funding Technology (Scott McCallum and Keith R. Thode)
PART TWO: THE TOOLS.
Chapter 7: The Foundation: Introduction to IT and Systems (Kevin Lo and Willow Cook)
Chapter 8: Where Are Your Stakeholders, and What Are They Doing Online (Michael Cervino)
Chapter 9: Effective Online Communications (John Kenyon)
Chapter 10: Donate Now: Online Fundraising (Madeline Stanionis)
Chapter 11: Where Will We Be Tomorrow (Edward Granger-Happ)
Purchasers of the book have access to premium content available online, which includes bonus materials and posts from the authors.