Using Your Website

Websites can serve multiple functions: provide background information about your organization and issues; create a venue for recruiting volunteers, facilitating action, or soliciting contributions; connect and convene people in cyberspace; and much more. Make sure your website gives people enough information to get them up to speed on the issue, gain an understanding of what you are trying to accomplish, and quickly figure out how they can participate or otherwise support your effort. Consider including sections such as:

• Home The first page of your website with links to the other sections.
• About Us Background information about the mission and work of your organization.
• Media Room Links to news releases, newspaper articles, op-ed articles, and other media-related information.
• Publications Downloadable reports, newsletters, pamphlets, and any other material you have produced.
• Take Action Now Fax, e-mail, phone call, petition, or other action alerts. Sample letters. Downloadable talking points and flyers.
• Contact Us Address, phone and fax numbers, an information e-mail link or links to individual staff members.
• Support Us Sign up to volunteer, make a donation, or join the action alert list.
• Subscribe Sign up to receive notice of new publications, newsletters, or action alerts.
• Resources Links to coalition members, other organizations working on similar issues, or reports on relevant topics.
• Search Search the website by key words or topics.
• Join the Conversation Discussion forums and bulletin boards.

And finally:

• Announce the launch or redesign of your website. Send an e-mail out to your Listserv™ and to other appropriate listservs.
• Publicize your website as often as possible. Put your website address on all communications: brochures, newsletters, action alerts, press releases, flyers, publications. Include it on your letterhead, business cards, and the signature line of your e-mails.
• Ask coalition members and other organizations working on similar issues to include a link to your website on their website.
• Don’t go overboard. Build a quality website, but don’t include so many bells and whistles that your site is confusing, visually distracting, or so large that potential supporters—who may not have the same level of technology-cannot load the site.
• Keep it fresh. People expect to see new content when they come back to a website; it’s the nature of the Internet. If someone visits your website three or four times over a few months and nothing has changed, it’s possible that she or he will not return for another visit.