No matter whom your constituents are or what kind of services you provide, every non-profit organization can benefit from a presence on the World Wide Web. Below are five ways in which a Web site can help organizations deliver on their missions.

This article cites the example of one particular non-profit and how that organization's use of the Web evolved over time. While the non-profit referenced in the article is a local humane society focused on animal sheltering, pet adoption, humane education and regional animal control services, the needs that the organization used the Web site to meet are applicable to many types of non-profit organizations.

1)  A Web Site Tells People Who You Are

At its most fundamental level, a Web site can work like a "virtual" business card. It may contain an organization's name, a brief description, hours of operation, location with directions, tax status and details on the board of directors. Having this information online can help visitors quickly learn about the organization and get answers to basic questions. Web sites also give organizations, particularly those without a physical location, a destination and with that, an air of "legitimacy".

The animal sheltering organization that is cited in this piece started out without a Web site. They utilized a photocopied, tri-folded sheet of paper that served as a basic brochure containing contact information, details on adoption, animal control and humane education services and a mission statement. However, it quickly became clear that their constituents were expecting to access this basic information online.  While the organization found that there was still a role for paper brochures for community event and trade show handouts, the organization need to respond to the fact that using the Web is a natural first step for many people as they begin their research on any topics. Their first site contained contact information, directions and details on the mission. Even this was sufficient to be able to make adopters aware of the organization during their online research. Although the shelter has been "in business" since the 1950's, they quickly realized that publishing a Web site offered an air of "legitimacy" in a Web-focused world.

2) A Web Site Educates the Community About your Organization and its Mission

A Web site can offer more than just the business card basics. It can be a platform from which to share information or showcase services. How an organization chooses to take their site to this level can vary. Some organizations will simply add pages to the site with details about their services; those pages can remain static. Others may integrate more "dynamic" elements: information that changes on a regular basis, announcements or other "new" or breaking information. The most important thing that any organization can do at this phase is to ensure that the content is accurate and remains so over time.

Animal sheltering organizations, particularly those that don't have a physical structure or may have a location that is more remote and doesn't receive as much foot traffic, have been quick to embrace the Web site as a vehicle for a "virtual kennel". As early as 2002, several shelters in the area began to publish photos and descriptions of the animals available for adoption through their organization. They integrated the site into their adoption process. One organization asked potential adopters to choose dogs that appealed to them from the site; pre-screen interviews were conducted prior to the potential adopter making a drive to meet the animal. In this way, the adoption counselor could begin to assess what the potential adopter was looking for and whether it was an appropriate fit, thereby streamlining the process.

Even shelters with large amounts of foot traffic benefit from the use of the Web to publish animal photos and specifics. For example, certain kinds of toy dogs (Chihuahuas, Bichons, and others) are extremely popular when they are put up for adoption. The Web site can not only make potential adopters aware when such an animal is available but also can highlight any restrictions there might be to that adoption (e.g., not to go to a home with children under five), thereby allowing adopters to quickly determine whether they are an appropriate fit for that animal.

So, realizing that offering this kind of information online could streamline the number of calls, applications and other inquiries, the organization started to build out their Web site. They published relevant community education content online (animal regulations for the county, tips for dealing with wildlife) as well as details on the adoption process. This meant fewer calls with questions and less time spent "orienting" potential adopters to the process. They started to showcase available animals, first by publishing them on a large, national Web site and linking to that site. Then, when they were able to support doing so on their own, they moved to real-time posting of animals up for adoption. All of this new information was monitored for accuracy and refreshed as needed.

3) A Web Site Helps to Drive Additional Donations or Iin-Kind Support

A Web site can support the development efforts of organizations in direct and indirect ways. Online shopping has made people accustomed to transacting online, so donations online are a natural extension of that behavior. Web sites can help to advertise campaigns in which the organization is a part. For example, a Web site is a perfect place to publish a United Way® number. In addition, if an organization relies on events as a source of revenue, organizations can use the site for a number of things: publicity, information and even registration/ticket sales.

Because the shelter's site was originally not set up to process transactions, the organization started by using the site to publicize other ways in which donors could contribute. This included advertising a CFC number, which is a Washington DC-area contribution program like United Way but specific to federal government agencies. The organization also published a "wish list" of items (dog toys, water bowls, cat beds, rabbit hay) that donors might want to contribute. And initially, the site also linked off to a large, national donation processing organization which collected online contributions for a fee. As the site evolves, processing donations will be brought in-house.

4) A Web Site Builds Relationships with Constituents and Volunteers

A Web site is not only an excellent fund raiser; it can serve as a friend-raiser as well. This can be one-way or two-way communication. For example, a site can be used to showcase volunteer contributions or to post an electronic copy of a member newsletter. Volunteer applications can also be posted online, along with job descriptions. A Web site can be used to engage constituents and customers, through the inclusion of a "contact us" email address as well as through the introduction of blogs.

The animal shelter Web site started with the basics-volunteer applications, a general mailbox and the quarterly newsletter available in a PDF file. However, they soon became more creative. For example, they chose to showcase a child who requested gifts for the animals at the shelter in lieu of gifts for herself for her birthday. They posted information about volunteers of the year, staff awards and volunteer vet appreciation. These additions added "personality" to the site and made it more accessible to the organization's constituents.

5) A Web Site Creates a Platform for Advocacy

A Web site can do more than simply talk about an organization and its services. It can also keep users up to date on information regarding legislation, lobbying activities and events. This can be achieved through static information such as legislation posted for users to read, links to associations or other groups and even by engaging in dialogue on the site itself.

One of the most recent additions to the shelter site is the introduction of a blog. Shelter staff or board members usually post information around "hot" topics in the sheltering community. These could include topics related to legislation that is pending or in place in certain jurisdictions (for example, cat licensing laws) or can be used as a place for volunteers and other users to share information about evolving issues such as dangerous dog policies. The blog gives the shelter another voice within the community on animal issues and fulfills the mission of educating the community about current animal welfare trends.

These are just five examples of the value that a Web site can deliver to an organization. Whatever services an organization provides-and whether their constituents are two-legged or four--a Web site is a versatile tool that can help organizations meet their strategic goals.