Leveraging Your Web Site for High-Impact Marketing
Nonprofit World › Vol. 23 Nbr. 5, September 2005 › People And Technology
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Summary
Today, virtually all nonprofit organizations recognize a Web site as a necessity. Unfortunately, many organizations find these custom sites inflexible, difficult to evolve, and ineffective at capturing and using data for marketing purposes. In the last five years, nonprofit software vendors have introduced online Constituent Relationship Management, or eCRM, technology. Now, nonprofit organizations can easily turn their Web sites into robust marketing tools. With today's eCRM-powered Web sites, you can do the following: 1. capture constituent e-mail addresses, 2. have a database, 3. track visitors' Web site interactions, 4. share your online constituent database, 5. share data, 6. use data in the constituent base, and 7. use content management tools. Set tangible marketing goals to measure success and impact. Do not reinvent the wheel by building custom technology that is expensive and difficult to use when robust, easy to deploy and use "out of the box" software exists today.
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Leveraging Your Web Site for High-Impact Marketing
Surveys conducted with nonprofit organizations in 1999 showed that a mere 15% had a Web site. With the exception of huge groups like the World Wildlife Fund, nonprofit Web sites were "online brochures," rarely upda...
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