The Stages of Site Development

Just as early man moved from the Stone Age to the Bronze Age and beyond, there is a natural evolution in Web sites that most nonprofits follow. Categorizing them is necessarily subjective and somewhat arbitrary, and yet they seem to fall into four basic phases. Certainly, some Web sites jump some early stages and develop more sophisticated pages, so this is not meant to imply that every nonprofit Web site must move through each stage. Instead, this is offered as a means to categorize existing Web sites, and show that there are greater opportunities possible for most nonprofits, of any size and interest.

Although a Web site's place in evolution is frequently judged by its features, it is possible that primitive Web sites may have one or two features of a highly developed Web site. I have tried to rank them, and categorize them, less by the features they have than by the effect on the viewer, and by the role they play in the organization's overall activities.

The Brochure Stage 

The greatest accomplishment of the brochure Web site is that the nonprofit's leaders can say they are "on the Web." Certainly there is little other benefit to these sites. The first stage of Web development is the posting of a company brochure. This will contain some graphics, the name of the organization, the mission, and frequently a listing of the names of staff and board members. It may offer an e-mail address to write to for more information, and may even provide an address to send donations, membership applications, or to write for more information.

The public may visit this Web site once, gather some basic information, and then move on. There is no reason to come back because the viewer can exhaust the entire Web site in one brief visit. There is no need to update the site, (at least until new directors are elected).

Brochure stage Web sites are usually not promoted, but the URL (www.organizationname.org) may be included on the organization's letterhead and annual report.

The Magazine Stage 

Some nonprofits include a good deal more content on the site than the brochure. They may have posted their monthly or quarterly newsletter or magazines. There is frequently broader information about the organization, including events (past and sometimes planned), case studies, and other articles of specific interest to the organization's mission. There is also the awareness that there are other places on the Internet where viewers may find more information. Magazine Web sites usually have long lists of links that direct viewers to many other places on the Internet. The aggressive use of links is actually counterproductive; it serves as a point of departure for the viewer, rather than a point of arrival, which should be the goal of every Web site. The public may bookmark this site as one to come back to later, or may download or print one or more specific articles from the Web site. In general, a viewer will come back again soon and find that the Web site has not been updated, and won't come back regularly.

Magazine Web sites are updated once or more per quarter. There may be a donation or membership option on the site, though it may be a form to be printed, filled out, and mailed, or a phone number to call. There may even be a way to capture an e-mail address, though it rarely includes proper permission language, and there is no plan to regularly communicate via e-mail.

The magazine stage Web site is promoted heavily on the organization's printed materials. These materials may even refer the reader to the Web site for more detailed information than appears in print (e.g. the full text of a study or research paper).

There may be mutual links with other nonprofits, whereby some of the sites that appear on the links page also promote referring nonprofit's site.

The Direct Mail Appeal Stage 

It is in this stage that the Web site actually begins to replace some printed matter. The nonprofit actively solicits e-mail addresses, perhaps with proper permission to regularly communicate, and it sends something to the addresses on the list at least monthly, though it may not be personalized and may not have a specific action statement. There is an attempt to capture additional information, such as visitors' particular interest areas, the source of their first visit, and their relationship to the cause.

This may drive some personalization in e-mail messages or follow-up postal mail, but probably does not drive any personalization on the site itself.

I call this stage the "direct mail appeal" because there is a greater sense of urgency in the copy on the site. For example, a legislative action site might identify people by their congressional district and shows how their representatives voted on issues critical to the nonprofit. The legislative action page may also allow users to send e-mail directly to elected officials, or add their name to a petition on a specific issue.

The content level of this stage Web site is much deeper than the magazine stage. Frequently, all the organization's research papers, articles, press releases, and other documents are available and searchable.

There may be surveys or polls that change regularly and report results to viewers. There may be some portal features that bring in content from other sites, too.

There are many donation options in a direct mail appeal Web site, and possibly e-commerce opportunities, with the ability to sell related merchandise.

The content is updated frequently enough that a regular viewer (and there are now a large number of them) can get results of previous activities, whether they are fundraising, advocacy, or other mission-oriented activities. In a sense, the site begins to be like a newspaper within a particular interest area. Content may also be broader, bringing in information on tangentally related issues, or at least linking to sites that provide this. There may be content partners, which allow the organization to host pages or articles from other site. For example, a nonprofit fighting a certain disease may have content on exercise, diet, and general health that is written by others and brought to the Web site through a negotiated agreement.

This stage is not without its problems. Often, content is arranged by the organization, and not in a way the donor or other visitor would expect to see it. Visitors may have to click on almost every button off the main page in order to make sure they have gotten all the information relevant to them. Or visitors may have to rely on search features to find what they need quickly.

Direct mail appeal Web sites are promoted aggressively in direct mail and other print and broadcast media. Not only is the URL tacked onto other content but promotion of the Web site becomes a primary purpose of some of these off-line media.

Online promotion of the Web site includes aggressive placement efforts on search engines, banner ads on related sites, and constant effort on the part of the staff and volunteers to drive traffic through participation in online discussion groups and other activities.

Community Stage Web Sites 

The ultimate Web site (at this level of the Internet's evolution) can also be compared to television, to which people tune in regularly for news, sports, gossip, and just to see "what's on." In my small town, another metaphor would be the barber shop, where, while you wait, you meet old friends and learn what's new, who's fighting with whom, and you can vent your frustration with world events. You want to check the site daily because there's always something new, and you want to check in with your friends.

When members sign on, they are greeted personally, not only by name (from a registration database), but perhaps with a personalized summary of news and content updates on the Web. For example, the database may know the top three areas of interest to the member, either from the answers that the member gave to questions posted by the organization, or based on the member's activity within the site (if the member frequents a particular forum, for example, or has directed a donation to a particular campaign). This way, members can click directly to their prime interest areas. Of course, a smart site manager will also try to predict other areas of interest to donors and attempt to expose them to a wider range of topics and features.

At this stage, the members of the community (no longer simply visitors) become part of the editorial staff, communicating in chat rooms and posting their opinions and experiences to special interest forums. There may be frequent surveys with the results posted and analyzed for all to see.

The legislative action center, especially for an advocacy organization, is a hub of activity. It may be personalized for various issues of interest to the member. It's likely that the legislative action staff is also communicating with members through the Internet with updates and alerts. What's more, legislators and the press look to the organization for information, and take seriously the e-mail and petitions created online by members.

The content throughout the Web site is not only deeper, but broader.
For example, there may be areas devoted to estate planning, travel, and broader health concerns. Much of this content comes from partnerships with other organizations that enjoy the traffic that is directed to their site. The calendar, for instance, not only has the organization's major events on it, but also all related events. Members may be able to post their own events, and the calendar can be personalized by interest area and/or the location of the member.

The content also takes advantage of the unique technological possibilities on the Web. Articles are not just text with some clip art, but may include streaming audio and video that includes an audio testimonial, video of a press conference, or animation of how a particular cancer treatment may work on cells. I'll be surprised, but not shocked, when the Web allows streaming scents and members can smell the soup being served to the homeless.

There may be extensive e-commerce opportunities, all of which benefit the member and the nonprofit. Since there is a high level of trust between the member and the organization, members prefer to purchase some items through the site.

As a part of personalization based on the location of the member, chapter-building features of the Web site abound. Local action, supported but not directed by the national organization, is encouraged, and reported on the site.

Finally, the organization takes an active role in helping members understand and enjoy the Internet. A variety of Internet training activities are available, from Frequently Asked Questions ( FAQs) to live "Web buddy" features, chat rooms, and forums dedicated to bringing novice Web users together with more experienced surfers. Searching the Web is easy from the site, and the site's search capabilities let you find information on the site better than any other search engine could. Interactive games with other members also may help build community.

People return to a site when it is the end of the sentence that starts with, "I bet I could find the answer at ..."

The promotion of the site includes all the techniques of the direct mail appeal stage, but these methods are eclipsed by the effectiveness of members' viral marketing. The site makes it easy for members to "e-mail this article" to others. Web-based e-mail and e-postcards carry the organization's tagline and the implied -- if not overt -- endorsement by the member.

The Internet is not a fad, nor is it a technological revolution that must be conquered, or, for that matter, even understood completely. It must be viewed as a medium like newspapers, television, and direct mail. This medium has unique features that must be used to fully communicate with an organization's members, constituents, and prospects. The growth of Web use among people of prime donor demographics is growing and will explode over the next ten years, reaching near saturation in America and reaching enough homes in Europe and Asia that Web communication will be necessary.

Nonprofits will need to use this method or risk alienating their members and becoming relegated to secondary status.