The internet has become an indispensable part of nonprofit life. Harnessing the web and email for outreach and fundraising takes agility and experience. Different objectives call for different styles, and your online and off-line efforts need to be coordinated for maximum impact. In this panel of experts, Brent Blackaby, Jeff Patrick, and Favianna Rodriguez use case studies to share their technological and marketing know-how to help you plan effective web and communications strategies for your organization.

Jeff Patrick opens with examples that highlight the characteristics of a good nonprofit website, while pointing out some key blunders to avoid. Often, nonprofits develop a main, anchor website with a more polished, informative style to convey the organization's identity. Then, specific campaign sites can be spun off with more eye catching graphics and an action-oriented style to energize people around specific issues or activities, while still tying in with the main brand.

Since email is one of the most important ways to stay in touch with supporters, it's vital to integrate your website and email. Go for an email style that's engaging and accessible, and build your address database at every opportunity. Patrick recommends including elements to make it easy for readers to take action, forward the message to others, and even unsubscribe.

Favianna Rodriguez presents three case studies, focusing on technologies that support youth organizations. She explains the benefits of tapping into the sociability of kids on the web, while recognizing that dynamic content must be sustained by a good work flow. In designing any site, she says to ask: What are your goals? What is your message? Who is your audience?

To complete the workshop, Brett Blackaby shares his experience and philosophy on some specialized aspects of on-line politics. Common themes emerge, such as the need for a strong email database, the need to integrate efforts throughout the organization, and the payoffs from building relationships through effective communication. Tying email into the campaign website keeps people involved and coming back for more.