Nonprofit Good Practice Guide - Resources

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IREAD: An Evaluation Instrument for Michigan's Nonprofit Web Sites \| Direct Link This report explains the development of a holistic index for scoring the quality of nonprofit web sites. The pilot case studied nonprofit organizations in Michigan and concludes that categories needing improvement include financial transparency, online donations, handicapped accessibility, timeliness of content, and privacy statements. Key Terms: IREAD, online donations, privacy statement, technology, technology plan, Web site evaluation Published: 2005 Preferred Practice: Create a User-Friendly, Accessible Web Site Allow all users, including those with disabilities, access to your site by following consistent guidelines such as alt tags for images and scalable fonts. Source: Johnson Center for Philanthropy
High Tech vs. High Touch \| Direct Link This article argues that technological advances can and should not replace interpersonal communication in public relations. Key Terms: effective communication, marketing, online communication, public relations, technology Published: 2001
A Nation Online: Entering the Broadband Age \| Direct Link This report examines the growing number of households with a broadband connection and how broadband is influencing quality of life and society in general. The report also examines how people use technology and the role that broadband plays. Key Terms: benchmark, internet use, online behavior, technology, Published: 2004
Ad Council \| Direct Link This Web site, the Ad Council, produces distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well being, environmental preservation and strengthening families. This site provides tips for developing a PSA, pro-bono PSA development, and research studies such as September 11th Public Opinion Research, the Impact of Public Service Advertising Campaigns, Secrets of Highly Clickable Banners, and more. Author: Advertising Council
Alliances and Ethics in Social Marketing \| Direct Link This article explores the differences between social and commercial marketing, and notes the recent growth in the number and scope of alliances between them. Key Terms: commercial marketing, marketing, marketing and communications, social marketing Author: Andreasen, Alan R. & Drumwright, Minette E. \| Published: 2003
Basics of Social Marketing: How to Use Marketing to Change Behavior \| Direct Link This article explains how to use social marketing as a persuasion tool to change behavior. The article defines social marketing and its basic elements, and also outlines six key phases of social marketing. Key Terms: advocacy, communications, marketing and communications, persuasion, social marketing, written and oral communication Author: Turning Point Social Marketing National Excellence Collaborative
Bridging Gaps: Nonprofits Can Make More Effective Use of Technology \| Direct Link This article discusses obstacles that nonprofits typically face in regards to maximizing technology to achieve their vision and mission, and offers advice on how to overcome obstacles. Author: Cohen, Todd \| Published: 2005 Preferred Practice: Convert the Vision to Goals and Establish Priorities Once the vision has been developed, the goals have to be identified and prioritized. The goals should incorporate both the organizational and management visions. Source: Adapted From: Innovative Leadership in the Nonprofit Organization by Miriam P. Kluger and William A. Baker
Building Accessible Web Sites \| Direct Link This online book provides examples on how people with disabilities experience web sites. Also provided are suggestions on how to build an effective site along with legal reasons for accessibility. Key Terms: adaptive technology, marketing, media access, stylesheet, technology, web accessibility Author: Clark, Joe \| Published: 2005 Preferred Practice: Create a User-Friendly, Accessible Web Site Allow all users, including those with disabilities, access to your site by following consistent guidelines such as alt tags for images and scalable fonts. Source: Johnson Center for Philanthropy Pitfall: Updating Your Web Site Randomly Web site content should be updated regularly, once a month at a minimum for low-traffic sites. Providing fresh content lets visitors know the site is being maintained and the organization is active. Source: Johnson Center for Philanthropy Designing a Web Site with a Specific User or Operating System in Mind No two Internet users are alike. Take into consideration special populations such as the elderly or disabled, and optimize your site for users of multiple platforms such as Windows, Macintosh, and Linux. Source: Johnson Center for Philanthropy
Building Online Communities: Transforming Assumptions into Success \| Direct Link This article provides pros and cons of four general assumptions regarding online communities with the main focus being that people build networks, not the technology. Key Terms: communication, communication plan, communications strategy, marketing and communication, networking, planning, promotional materials Author: Bernal, Victoria \| Published: 2001
Code of Ethical Online Philanthropic Practices \| Direct Link This article serves as a codebook of ethics for online fundraising and e-philanthropy. Key Terms: code of ethics, ethical online practices, ethics, fundraising development, Internet, management Author: ePhilanthropyFoundation.org \| Published: 2002
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