I sense a growing anxiety among nonprofits about the demands both organizational and technological in building and maintaining an Internet presence. The best way to not get overwhelmed is to return to the basics of what the Internet is about, and to focus on content. Content is what people come to our Web sites for and why they want to be kept up to date with email bulletins.
Content is press releases, news, executive summaries, reports, and statistics.
Content is the killer app of the Internet and the Web, so let it drive your online efforts. When you do an event, release a report or a press release, put it up as soon as possible on your site. Nothing else will make a greater impression on your media contacts, allies, member and donors as your commitment to immediacy. Create a regular email bulletin to push content to your audience. Avoid Webcentrism and reap the rewards.