Supplement to Chapter 7:
Other Links


Here's a look behind the scenes -- at the raw HTML coding for Chapter Four, The Red Cross. (We chose this chapter because it's short.)

The beginning of this document contains all the really fussy coding for the links to all the other sections. Once you get past that, you'll be able to see something that more or less resembles text.

You can view the HTML coding for any document on the web by saving it to your hard drive and calling it up in a text editor such as WordPad, Notepad, or SimpleText. Or you can use the "view source" option -- from the "view" pulldown menu -- on your browser's toolbar.

<TITLE>Chapter 4: The Red Cross</TITLE>

<BODY BACKGROUND="/alabook/img/backg.jpg" link="#ff7c18" vlink="#000000" alink="#ffff00">

<TABLE width="600" border=0 cellpadding=10>
<TD colspan="3" bgcolor="#01687a">

<font size=+2><b><i><font color="#ff7c18">Chapter 4:<br>
THE RED CROSS</font></i></b></font>


<TD valign="top">

<font color="#ffffff"><font size=-1>
<font face="arial,helvetica"><b><A NAME="toolbar">Chapters</A><br>
Other Links</b></font></font></font>

<A HREF="/alabook/chapters/ch1.htm"><IMG SRC="/alabook/img/ch01.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch2.htm"><IMG SRC="/alabook/img/ch02.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch3.htm"><IMG SRC="/alabook/img/ch03.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch4.htm"><IMG SRC="/alabook/img/ch04.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch5.htm"><IMG SRC="/alabook/img/ch05.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch6.htm"><IMG SRC="/alabook/img/ch06.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch7.htm"><IMG SRC="/alabook/img/ch07.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch8.htm"><IMG SRC="/alabook/img/ch08.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch9.htm"><IMG SRC="/alabook/img/ch09.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch10.htm"><IMG SRC="/alabook/img/ch10.jpg" border=0></A><br>

<A HREF="/alabook/chapters/ch11.htm"><IMG SRC="/alabook/img/ch11.jpg" border=0></A><br>

<A HREF="/alabook/chapters/epilog.htm"><IMG SRC="/alabook/img/epilog.jpg" border=0></A><br>

<A HREF="/alabook/links/cool.htm"><IMG SRC="/alabook/img/cool.jpg" border=0></A><br>

<A HREF="/alabook/links/resource.htm"><IMG SRC="/alabook/img/toolkit.jpg" border=0></A><br>

<A HREF="/alabook/penn/index.htm"><IMG SRC="/alabook/img/pennsite.jpg" border=0></A><br>

<A HREF="/alabook/r3/intro.htm"><IMG SRC="/alabook/img/r3site.jpg" border=0></A><br>

<A HREF="/alabook/chapters//welcome.htm"><IMG SRC="/alabook/img/welcome.jpg" border=0></A><br>



<TD valign="top">
<p> </p>

<TD valign="top">

<!--begin text here-------------->
<!--put head above link cell-->


<p>The American Red Cross <A HREF=""><b>(</b></A> <IMG SRC="/alabook/chapters/earth.gif"> has created a model non-profit web site which should be studied by anyone who wants to use the Internet for fundraising and public relations. It is well-designed, downloads quickly, and contains just about everything that one could imagine wanting. It is also well-managed, and kept up-to-the-minute with breaking news.</p>

<p> While the Red Cross does many things, it is best known for its work with natural and human-made disasters. Therefore a crucial element of its site is that it contain timely and accurate information about such situations. A key strategy for this site, as for any disaster or relief agency, is that visitors can quickly:</p>

<LI>Find out what happened;
<LI>Find out what the Red Cross is doing about it;
<LI>Find out what "you can do" about it, including volunteering;
<LI>Donate on the spot.

<p>We have an extensive review of this site in our book. We see no reason to duplicate that review on this CD, since "seeing is believing" and you can review the site for yourself by clicking here. <A HREF=""><b>(</b></A><IMG SRC="/alabook/chapters/earth.gif"></p>

<p>However, we can "bullet" certain features that are worth emulating:</p> <UL>

<LI>The Red Cross site has a powerful and sophisticated "search engine." <A HREF=""> <b>(</b></A><IMG SRC="/alabook/chapters/earth.gif">. No matter how well-organized, every large web site needs a good search mechanism. Sophisticated visitors will often use your search engine rather than follow your table of contents or your clever icons. <p>

<LI>The Red Cross is one of the first large agencies to allow online donations <A HREF=""> <b></b></A><IMG SRC="/alabook/chapters/earth.gif">, using your American Express, Visa, or MasterCard. <p>

<LI>The Red Cross has built in a number of interactive "involvement" devices. The site encourages volunteerism <A HREF=""> <b>(</b></A><IMG SRC="/alabook/chapters/earth.gif"> by helping the visitor to find his or her local chapter and telling them to call or visit. The "Feedback" <A HREF=""> <b>(</b></A><IMG SRC="/alabook/chapters/earth.gif"> icon leads to a page that allows direct submission of questions and comments to the national chapter, as well as comments about the web site.


<!--end text here-->
<p align=center><A HREF="#toolbar"><font size=-1><b>Jump back to <br> "Chapters and Other Links"</b></A>

Jump back to
Chapter 7

From the CD version of Fundraising and Friend-Raising on the Web: A Handbook for Libraries and Other Non-Profit Organizations. ALA Editions, 1998. Copyright © 1998, Adam Corson-Finnerty and Laura Blanchard, all rights reserved.