Online, On Mission, and Spot On

Five reasons Online and On Mission by C. David Gammel, CAE, should be required reading for anyone interested in growing and sustaining nonprofits:

1. Author integrity, content relevance. Author David Gammel, High Context Consulting , is a certified association executive and an experienced one as well. He brings insights, tips for success  and credibility to this extremely practical and timely book.

2. Mission first, technology later. Online and On Mission is designed to keep the organization focus clearly where it should be: on mission. Gammel provides a framework to guide thinking and design or re-design of a website. The seven-strategy frame is organized around three categories. The consistent emphasis is a web-presence focused on mission. When the mission centered design is clearly conceived then implementation and technology discussions can be appropriately considered.

3. Straightforward, practical strategy. Gammel uses real-life examples throughout to illustrate and explain key points. He poses questions for individual or group reflection. He tells it straight. One of my favorite tips is his “one thing you must do to successfully implement your web strategy.” I am not revealing this straightforward, practical advice but be assured it applies whether an organization of 1 or 1,000.

4. User-friendly, nonprofit centered. The reader can use the book in ways that best match his/her organization. Gammel constructed the book for maximum end-user application and flexibility. Exercises and key points are included throughout which enhance the opportunities for individual or team discussions about nonprofit matters and website purposes.

5. Association imperative. Providing value significantly beyond what is readily available through free online networks (think LinkedIn, Twitter, Facebook, etc) is an association imperative. Relevant, timely information; professional development; networking; technical, regulatory, legal updates; and other programs and services have been the hallmarks of successful associations. As members and potential members, however, can find these hallmarks through myriad online sources (often at no or on-demand cost), the importance of the nonprofit web presence grows  exponentially. If associations do not maximize their website to promote mission and deliver value-added services, membership dues become a questionable proposition. This book provides tested strategies to address this urgent imperative.

Online and On Mission is spot on for associations and organizations seeking a substantive presence in the digital world – specifically the website world.