The Internet is growing as a resource for nonprofits in a variety of ways, but successful use of the Net still requires an intelligent approach.

In the book Nonprofit Internet Strategies, Ted Hart, President and CEO of the ePhilanthropy Foundation, suggested utilizing an ePhilanthropy strategy, which he defined as a set of efficiency-building Internet-based techniques that can be used to build and enhance relationships with stakeholders interested in the success of a nonprofit.

Five strategies are therefore fundamental to success on the Internet:

1. Integrate all supporter messages. This means integrate technologies, systems, organizations and processors to enable your organization to deliver meaningful experiences to deepen supporter relationships. Synchronize information across various communication channels. Integrate data from all over the organization.
2. Give supporters a reason to visit you online. Understand your supporters' needs. Give access to information about mission and services; make it convenient; make it possible for supporters to notify family and friends; and, maintain online stewardship and accountability.
3. Interact with supporters, don't just send messages. The Internet's value is measured by its ability to give convenient and quick access to what supporters want when they want it.
4. Communicate using multiple methods. Think of your online and offline presence as a series of experiences that intersect with supporters' activities and preferences.
5. Assess and improve performance. When reviewing data on Web activities and email donor or advocacy campaigns, for example, it is critical to measure both the immediate actions taken and long-term effect on future supporter activity.

© 2005 The NonProfit Times