- 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: 6 x 9 inches
- Shipping Weight: 8 ounces (View shipping rates and policies)
- Average Customer Review: 4 customer reviews
- Amazon Best Sellers Rank: #4,342,787 in Books (See Top 100 in Books)
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Online and On Mission: Practical Web Strategy for Breakthrough Results First Edition
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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.
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.
1. Author integrity, content relevance. David Gammel, the author, 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, non-profit 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 non-profit 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 non-profit 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. Five stars and more -- for Online and On Mission by David Gammel.
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.