Mission-Based Groups Are Under Growing Scrutiny;
Use Your Web Site to Show Your Accountability and
To Teach Others About the Nonprofit Sector!

There has never been a better time for mission-based organizations (not-for-profits, non-governmental organizations/NGOs, grass roots organizations, schools, etc.) to use technology to show their transparency and credibility, and to teach the media and general public about the resources needed to address critical human and environmental needs.

Make sure that your organization's web site CLEARLY states:

• the history and mission of the organization
• what impact the organization has on the community or those the organization serves -- not the number of services you provide but, rather, what IMPACT these services have
• the latest finances for the agency (your income and expenditures from the latest fiscal year)
• how to obtain a copy of the organization's 990 form (if the organization is based in the USA), and other official financial statements and government-filed documents
• names of board members
• name and credentials of Executive Director, and other staff as appropriate
• etc.

Also, on your web site, in presentations, and in your funding proposals, TALK ABOUT THE DIFFERENCE TECH MAKES in your organization's work. Be as graphic and detailed as possible. How does the copy machine help meet your organization's goals and serve more people? What about computers and Internet access for all staff? What software is used by staff to help your nonprofit reach its goals, and why is it fundamental to your organization's success?

Use this highly-critical time as an opportunity to let the public (and, hopefully, the media) understand that administrative activities are absolutely essential to help your organization serve even more people, do even more with donations, and engage in even more activities to meet the stated mission of the organization.

In addition: track your online profile. For instance, go to Google or any other online directory system and search for your organization's name, the name of your organization's executive director, your web address, or key phrases, such as:

• the word "contact" and the name of your organization
• the word "volunteer" and the name of your organization, or, a phrase relating to your mission
• the word "donate" and a phrase relating to your mission

Doing these kind of searches can help you to see how easy it is for someone looking to volunteer with, donate to or contact an organization with a particular focus to be able to find you online. It also will give you an idea of how many web sites are linked to your organization's site, and what the media and other publications may have said about the head of your organization. You may find criticism or praise from a volunteer, donor, or client about your organization that you will want to address.

 
The Above Information was written originally for TECH4IMPACT

 
Also see:

• Is Your Staff "Walking the Talk" Re: Your Organization's Online Activities?
  Mission-based organizations use the Internet in all sorts of ways to interact with the public, or with staff and volunteers abroad: for instance, online discussion groups, an intranet where staff and volunteers can share profiles about themselves and updates about their work with each other, or an online service that is promoted as central to the organization's mission and identity. But is your staff showing leadership in using these online tools? If your organization is to use technology successfully, all staff must embrace it. Here are tips on how to encourage that.

• Does Your Organization's Practices Reflect Its Own Mission?
  Being successful in today's business and media climate means an organization must reflect in practice the values it promotes publicly. This latest article offers examples of organizations who aren't "walking their talk" regarding their mission, and the consequences such organization's face in not doing so.

Return to the index of resources for "Community Relations, With and Without Technology"

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