Online and On Mission: Practical Web Strategy for Breakthrough Results [Perfect Paperback]

C. David Gammel (Author)

Book Description

Publication Date: August 14, 2009 | ISBN-10: 0880343117 | ISBN-13: 978-0880343114 | Edition: First

With the help of this new guide, say goodbye to a website that tries to do too many things only to end up with lackluster results. Get insight into revenue, market need, and marketing strategies that can quickly transform your site into one of the most powerful marketing and communication tools ever! Quick highlights include these:

Seven drivers that should steer the development and execution of your website;

Results-driven revenue, marketing, and branding strategies that really work;

How to formulate and implement your web strategy.

Transform your website into a mission-centric reflection of the value of your organization.

Product Details

• Perfect Paperback: 134 pages
• Publisher: ASAE & The Center for Association Leadership; First edition (August 14, 2009)
• Language: English
• ISBN-10: 0880343117
• ISBN-13: 978-0880343114
• Product Dimensions: 8.9 x 6.9 x 0.3 inches
• Shipping Weight: 8 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,943,395 in Books (See Top 100 in Books)

More About the Author

C. David Gammel, CAE, is a long-time executive and consultant in the association industry. Gammel has been quoted in The New York Times, The Washington Post, and Wired magazine on issues such as social media, strategy, and the impact of the Web on business. He is the author of the books Maximum Engagement: Moving Members, Donors, and Customers to Ever-increasing Levels of Participation and Online and On Mission: Practical Web Strategy for Breakthrough Results.

David has spoken internationally to Fortune 500, small business, and nonprofit executives on diverse subjects from strategy, technology, to international business assignments and online culture.

Throughout his career, David has helped organizations maximize engagement by increasing the time and money members invest in their products, services, and mission. His consulting clients included everything from a start-up purchased by Google to mature technology companies to some of the world's leading nonprofit organizations.

David has worked as an executive at leading healthcare, scientific, and business associations. He currently serves as executive director of the Entomological Society of America. You may reach him at [e-mail] or [phone].

Most Helpful Customer Reviews

4 of 4 people found the following review helpful

5.0 out of 5 stars Making Web Technology Part of Your Mission November 15, 2009

By Bookish One

Format:Perfect Paperback

A website is typically the first place someone interacts with an organization, and for many people, the only way they interact with the organization. So, a website is a critical part of a non-profit's offering. However ...

Many non-profits fail to integrate web technology with their overall strategy. Too many non-profits consider the web as somehow outside their "real" mission. This is a mistake, and David Gammel describes how to correct the mistake and move to a setting in which the organization's mission integrates and is supported by a web offering.

David Gammel is an expert at integrating web strategy with mission objectives, and in this book he lays out a methodical program for identifying web goals, formulating a web strategy, and implementing it with a bounded project.

If you're someone within an organization that is charged with "making the website work better," you owe it to yourself to get this book and read it cover to cover. Highly recommended.

3 of 3 people found the following review helpful

5.0 out of 5 stars An integral part of any web strategist's library February 23, 2012

By Corey W. Vilhauer

Format:Perfect Paperback

The most important part of Online and On Mission isn't its focus on developing web strategy, but it's reminder to ALWAYS consider the end user. While the push toward user-centered web strategy is not a new thing, Gammel outlines a process that's both head-slap simple and purposeful.

The premise is simple: content strategy, information architecture, design and development cannot begin until after - and ONLY after - you've determined the site's audiences and the outcomes those audiences are looking for.

We've adapted much of Gammel's process on determining audiences and outcomes into our own web strategy methodology - those chapters alone are worth picking up the book.

2 of 2 people found the following review helpful

5.0 out of 5 stars An Essential Tool for Nonprofit Managers January 24, 2012

By BBoydFlynn

Format:Perfect Paperback

David Gammel's Online and On Mission was instrumental for us in planning and executing a complete rebuild of our website over the course of 2011. One of the most important things about Gammel's intelligent approach is encouraging executives to consider the strategic purpose of a website - from a set of discrete choices. For many people tasked with managing this essential function of an organization, understanding technology and navigating a dizzying array of options is not familiar territory, but strategic thinking and understanding an organization's mission really is. Online and On Mission helped us be a better partner to the vendors we have chosen to work with; we manage the strategy, they manage the technology.

After all, a website is like many other communications media - a conduit for specific information - and that information must come first, and must ultimately further the mission of the organization. Gammel never forgets this, and uses real-world examples to reinforce the point.

As we planned our website overhaul, my copy became first flagged with notes for my team, and eventually rather battered as I kept it at hand for so many discussions. Our overhaul was part of a larger strategic shift to deliver member value in a more customized way. We're not all the way there yet, but this book will help us choose and sequence the web-based technology projects that will take us further on the journey. This book is part of my personal toolkit.