Essential Tools of the Internet: Using E-Mail and the Web for Effective Communication: A Public Sector Consultant Shares Ideas, Guidance, and Best-Practice Examples on How Community-Based Nonprofits Are Using These Tools to Integrate Technology into Their Communications Plans

Beginning of article

Public management practitioners, along with professionals of many community-based organizations, are seeking practical strategies for integrating technology into their communications plans. Their goal is to reach a greater audience, with an eye on the most cost-effective tools to accomplish this. In our workshop "Essential Tools of the Internet: Using E-mail and the Web for Effective Communication," we provide ideas, guidance, and best-practice examples of how community--based organizations are using these tools effectively. This article is a synopsis of that program.

Gather the Information You Need to Plan

The key to implementing an Internet-based communication strategy successfully is to learn all you can--and keep learning--about your online customer. Many nonprofits are very good at identifying traditional demographic characteristics such as age, location, income level, etc. Commercial organizations certainly have recognized the value of identifying psychographic or behavioral traits of their market segments. Brand loyalty, hobbies, and cultural backgrounds offer predictive patterns of behavior that can help you anticipate customers' online needs and wants. Finally, technographic information your constituents' access to, familiarity with, and attitude toward technology--is an area to devote much of your data-gathering efforts. Table 1 offers a guideline as you consider what current information you have versus what information you need to gather about your current and potential customers.

Know Your Online Audience

There are a variety of ways to collect this information, both "live" and electronically. One way to get information is simply to ask your audience. A survey is the most familiar and pervasive method of asking your audience about themselves and their perspectives. One caution with surveys is that occasionally respondents may tell you what they think you want to hear, or slant their feedback towards the …