Introduction to the
University of Pennsylvania, College of General Studies
- Reasons people visit a web site:
- push vs. pull
- Some "pulls" -- cause,
- Other "pulls" to bring subsequent traffic: involvement devices
(online courses, chat, book clubs, private passworded sections)
- Some "pushes" -- "word of mouse" referrals, banner ads, a "channel"
service, offering free e-mail, free screensavers, printing URL
on all printed material, actively seeking out cross-linkages in
your organization or some natural partners
- Components of a good nonprofit web site
- Reaping the harvest of your web site
- Collecting e-mail addresses
- Freebies -- screen
- "We'll mail you" -- offer special report
- Online surveys -- "we'll e-mail you the results"
- Special passworded sections
- Planning Your Own Site -- some considerations
- What are your objectives?
- Fundraising -- online gifts and pledges
- Fundraising -- donor cultivation and recognition/stewardship
- Friendraising -- identifying new constituencies on campus,
in your communities; strengthening relationships with stakeholders
- Building Your Database -- collecting information
- Communicating with Your Constituencies
- "online library" of basic information
- interactivity -- mailtos, forms, bulletin boards, listservs
- What is the level of commitment at your institution for this
- Where will your site "live" (your server? IT's server? commercial
server)? Who will have the power over it (ability to make changes,
allocate server space, etc.?)
- What are your resources (equipment, talent, time)?
- What is your budget?