Let me elaborate. For each of these principles I will scratch the surface as to why it's true and how it might be applied. Each of these is worthy of several workshops in their own right. Resources spent on email strategies are more valuable than the same resources spent on web strategies. However unglamorous it might be, email is the killer application of the Internet.
Email is always a call to action.
Stop obsessing about how many hits your web site gets and start counting how much email interaction you have with your stakeholders. Stop waiting for people to discover your web site, and start discovering their mailboxes. A web site built around an email strategy is more valuable than a web site that is built around itself. On some nonprofit list, somewhere, someone right now is asking how they can get more traffic on their web site. And someone is answering by telling them how to put META tags in their site so they will get listed in search engines.