The museum had a placard next to it (which I will reprint in its entirety):

Marble inscribed statue base

Roman, ca. A.D. 160-170

Fletcher Fund, 1926 (26.60.70a,b)

The base is said to have been found near Rome, but the inscription is in Greek. It records the dedication of a statue in honor of Pompeia Agrippinilla, a priestess, which was erected by fellow members of the Bacchic cult to which she belonged. Listed are more than three-hundred Greek personal names, together with some seventy Roman names; about one-third of the total are those of women. The names seem to represent all levels of society, from senatorial rank to slaves, and are ordered according to stuats and function in the cult. Their titles give some indication of the size and complexity of an ancient sacred procession. They included a leader (possibly dressed up as Bacchus), priests and priestesses, bearers of images of the god, bearers of mystic baskets, cowherds, torch bearers, a phallos bearer, a flame bearer, an instructor, men and women dressed in skins of newly sacrificed animals, sacred cave guards, and large nubers of followers called Bacchoi and Bacchai.

This may be a donor wall akin to the sort of thing nonprofits put in the entrance to their buildings or on their websites. Apparently, the need to honor the donor has gone on for quite some time! Sadly, the need for bearers of mystic baskets and a phallos bearer has gone the way of the dodo.

Tonight, I got to listen to a marketing class over at St. John’s college over in Queens, New York discuss the use of social media and how it would apply to Autism Speaks (I work there now as their Web architect). They were just as immersed in it as much as anyone else and they were all so very young (at least to this 41 year old). It’s amazing to me how quickly popular culture has picked up on social media. It’s only been five years since work started on Twitter and notice the use of “140 characters” as a lyric by a boy band.

Convio (CNVO) went public yesterday! The IPO did quite well considering the circumstances.

When assessing the two tech IPOs of the day, the second being a hardware manufacturer, an industry analyst said:

“You can keep selling the same (software) code over and over again. On the hardware side, that stuff is obsolete. By the time it is released, there is already something better in development,” said Morningnotes.com founder Ben Holmes.

Convio was hoping to raise $56.5 million with this IPO.  The good news for me is that I can now more easily follow Convio in the same way I follow Blackbaud. Unfortunately, the market is down today so it looks like Convio’s stock price will stay at the $10 range today. It did go up as 10.885 on it’s opening day. I hope Convio’s stock price rises as we certainly need more competition for the Blackbaud juggernaut.

And I think the readers have so far voted Perla Ni, head of greatnonprofits.org, to be the ultimate game changer. I’d like her to keep that lead and to do so, I urge you all to consider throwing in a vote. She’s trying to create a Yelp for Nonprofits which is sorely needed in the nonprofit world. Any time I see someone promoting democratic oversight of nonprofits, I’m all for it.

Over the weekend a deadly tropical storm slammed into the Philippines, causing severe flooding in urban areas and affecting tens of thousands.

Tuesday, a powerful underwater earthquake triggered a tsunami with waves 15 to 20 feet high that crashed into the Samoa islands, destroying homes and taking lives.

Then yesterday and today two successive and devastating earthquakes struck the Indonesian island of Sumatra, leaving thousands buried in rubble and in desperate need of aid.

Groups funded by the UN Foundation and Vodafone Foundation Technology Partnership are deployed in all three Pacific Ocean emergencies to provide vital communications services that enable relief workers to deliver food aid and emergency supplies.

I don’t have much to say except that I’m finding it difficult to find links to the appropriate aid agencies that will help the victims in this crisis. If you have any links I should place in this article, feel free to include them in the comments.

Lewis Kelley from the National Forest Foundation has asked how much it would cost for their organization to blog. The purpose of this post is to discuss a basic yearly budget that encompasses setup costs, labor costs and online services. Let’s do some of the basic math.

Assuming that your site is not going to get more than 40,000 users per month and no more than 20 GB of bandwidth, I suggest you simply go with a shared ISP account. This isn’t going to break the bank at all. I use NEXCESS.NET. They’re very cheap. The mini-me plan is $134.59 a year for site hosting, daily site backup and a dedicated IP address. If you exceed your monthly bandwidth, it’s roughly $1/GB.

If all of a sudden, you get a lot more traffic, you can move up to the “Gettin’ Hits” plan which is $259.18 but that assuming traffic in the 40,000 user range. Seriously, you’ll be extremely lucky to get to this level in the first year so consider it something GOOD to worry about.

You can have your choice of Drupal or WordPress and they’ll even migrate your existing WordPress installation for you for free. I haven’t tried migrating a Drupal installation to them but I’m pretty sure they can do it.

OK, so for less than the cost of an Xbox 360, your nonprofit now is on the web but wait! There’s more to consider. You need the following

• wireframes
• design
• front-end developer (someone who can integrate your design into WordPress or Drupal)

You don’t have a wireframe for your site and you don’t have a design yet. Generally speaking, a wireframe is going to be difficult for many nonprofits to carry out on their own. A wireframe is like a blueprint for what a site is going to look like. It’s not supposed to have colors or pics, just black and white boxes depicting where on the page everything is going to be. Technically, you should be able to print it out and pretend to navigate the site on your own. Just to help out nonprofits even more, I’ll be putting up a sample wireframe that will build out a site similar to the one at apaforprogress.org. If you don’t want to wait for me, simply go over to the site and copy the the way the featured headlines and the river of blog entries work. That’s more than good enough for a first pass.  I would prefer that nonprofits follow a reasonably clear cookie-cutter information architecture than one that is custom-made, expensive but doesn’t follow good information architecture principles. Stay tuned for the wireframe!

As for the design, sadly, design is very, very custom and I suggest you find a designer that not only is a good designer but one that is also knowledgeable about the platform (either Drupal or WordPress) that you want to run with.  Be aware that most themes in Drupal or WordPress don’t incorporate Huffington Post-like magazine sensbilities.  Or alternatively, you can use existing themes and try to make them work with your wireframes. Just so you know the cost for designing the APA for Progress site was less than $600 but we also bought an existing theme and just tweaked the header and color set. Total cost was  in the $750 range.

Once the designer is done, you will end up with a bunch of Photoshop files in .psd format. From there, you need to convert the .psd files into working XHTML and CSS files that will work with your Drupal or WordPress theme.

Luckily, there are a bunch of services that do that. I’ve never had to use them since I can do it myself but you might want to try PSD2HTML. The cost for moving the .psd over to HTML in WordPress with their hi-end solution (which you should choose) is $412 and $512 to move it to Drupal.

So you’re talking about $1200 for setup of the site’s look and feel but it’ll be cookie-cutter. Trust me, I have the feeling that even a cookie-cutter information architecture will be better than what your nonprofit has now. Over time, you can change the information architecture but by then, you’ll have a better sense of how the site operates and how it flows from a user’s perspective.

Labor costs are going to be a kicker. The problem is this: you need to someone willing to post a lot (on their own) while the site traffic starts to ramp and you get volunteers to your site. If your nonprofit already has a strong volunteer force doing offline work for you, I suspect that they would be the first group of people to approach. Let’s assume you get lucky. You have someone full-time who can dedicate 10 hours a week to blogging and a volunteer who pitches in 1 blog post every couple of days. A reasonable post takes about 2 hours to build but seriously, don’t go overboard. Half the time your posts could be really short and you’d still get your nonprofit’s message out there as long as it’s tagged and timely. Let’s assume your volunteer is the more timely person, just picking out news articles from the Twittersphere, blogosphere and any RSS feeds she or he might set up. Total blog posts per week from your staff member and from your volunteer? 7.5. It should take about a month before your SEO traffic starts to build. More than 1 post a day should be your minimum. These posts should follow good SEO guidelines and be well tagged.

Obviously, over 52 weeks, we’re talking about 520 hours of work during that year. Assuming a cost of around $20 an hour for the full time employee that’s $10400. With any luck, your blogging community should be up to around five or six good bloggers by the end of the first six months and by the end of the year site management will probably take more time as your media efforts start running through your new site and getting a lot more traffic to boot. And that’s pretty much how APA for Progress started.

So here’s a final rundown:

Startup costs

$135 for the web site

$1200 for design and front end development

$10400 for full-time employee (.25 FTE)

$11735 for the first year of operation

I think that a very reasonable upfront cost. The labor cost is interesting because your nonprofit may already be paying someone to do work as a communications director. However, don’t worry so much if the blog entries are coming from someone who isn’t trained to be a communications director.  It’s more important to communicate enthusiasm and an all-encompassing curiosity about the topic at hand than it is to project a “message” to your blog’s readers. In some sense, a full-time staff person may be the wrong person for this. It all depends. Have people submit writing samples. You’ll find that good bloggers can come from anywhere (hint, hint, even interns and IT directors).

Drupal is very good at building complex websites that can vault a nonprofit past brochureware or a blog and into the position of being #1 on your subject matter. I’m sure Joomla can do the same but there are certain Drupal practices and modules that can fundamentally alter the balance of power between your nonprofit and the competition. If your nonprofit is interested in being the biggest and baddest Website on the block and in winning your vertical, I’m pretty convinced that Drupal is the technology that can take you there. Don’t get me wrong, I still love WordPress for smaller nonprofits but once your nonprofit has started to do multi-user blogging or if your nonprofit is very aggressive in the online space, you can’t really take WordPress in that direction. However, there are caveats. You WILL need dedicated staff or retain consultants to maintain the Drupal beast. It’s not cheap.

It’s important to note here that I support the use of Acquia Drupal instead of the regular Drupal distribution that you normally find. Acquia is the company that is dedicated full-time to Drupal development in much the same way Automattic supports WordPress development. They have created a customized distribution of Drupal called Acquia Drupal that bolsters Drupal’s ability to become a community website.

Here is a quick comparison of the feature sets between WordPress and Drupal that you should be aware of.

Ok, here’s some typical information architecture nomenclature that you’ll need to learn in order to discuss these strategies with a Web designer. Note: if your consultancy’s designer doesn’t know what you’re talking about, ask to see an information architect. If they don’t have one, they’re probably not right for your nonprofit redesign.

The river

The river is that stream of posts that you normally see in blogs. You can see this in effect on this blog with the blog entries listed by date from newest to oldest.

The (endless) queue

This is derived from a Drupal module called “nodequeue”. It basically allows you to order articles at will in whatever order your editors so desire. You won’t need a user to go in and manually hack out some HTML to make headlines for all the other blog entries on your site. In other words, it’s a human-powered headline builder for your website.

The teaser

This is the first few lines of the article used by Drupal and by WordPress to entice users to click on a link to that article.

The teaser thumbnail

This is the picture that accompanies the teaser. I also use teaser thumbnail videos but that’s a much more advanced tactic that I’ll discuss in another article.

Your Strategies

Nonprofit strategies mentioned in Part I that fall underneath the purview of a Drupal installation include (listed in the order that it would be encountered by the average reader):

• Magazine-style layouts
• News aggregation
• Editorial filtering function
• Blogging community

Key modules we will be discussing will be blog, imagecache, nodequeue, Content Construction Kit (CCK) and Views. These modules constitute the core of any good Drupal community site as together they allow for a nearly infinite level of layout customization. CCK and Views are a profoundly powerful aspect of Drupal but they require a high level of technical knowledge to use properly. CCK allows you to create customized blog entries in which certain fields are used to specifically fill in portions of a magazine layout like the teaser thumbnail Views are a way in Drupal to customize the ordering and layout of specific pieces of content on your Web site. Those of you who have used report builders in Raiser’s Edge or Crystal Reports will be surprised that there is now the same capability in a CMS. Learn more about Views here. For those of you in Joomla world, CCK and Views don’t have any equivalents although there is something in beta that is rolling out.

Magazine-style layouts

Magazine-style layouts in Drupal are basically concerned with the layout of content comprised of a teaser, a teaser thumbnail, meta information like the name of the author and date, and the article itself. Let’s take a quick look at a typical “design pattern” for the headlines section of a web newsite.

Typical News Headline Design

It’s almost impossible to build this into a WordPress design consistently because WordPress has no built-in facility to automatically resize and crop images to fit into a specific size. WordPress is wonderful at one-blog-entry-at-a-time posting. However, a magazine style layout will require the ability to reformat and resize content into an existing template. WordPress doesn’t have that capability. By using CCK, Drupal allows developers to customize blog entries that a user fills out which can then be reformatted to fit an existing template. In essence, you can make a magazine lay-out composed of blog entries. In fact, the APAP web site is a perfect example of this, you’ll notice that an image is repurposed as a teaser thumbnail and as the lead image on many of the articles there. That’s only possible because of the imagecache module which allows for the dynamic resizing of your pictures depending on its position in a page. When you combine this all with Views, you have the groundwork for an automated news magazine website built entirely by your user community.

News aggregation

Your nonprofit will have to create personal blogging environments for its staff. This is where social media is remarkably useful and I wholly endorse THIS kind of use. Basically, you open up a Twitter account and start following other Twitterers who are in the same policy area as your nonprofit. You can also set up RSS feeds to do the same thing. Between Google Reader and Tweetdeck (I use Twhirl), you can have a fairly robust set of news items flowing into your desktop in real-time. Your editors can then pluck the necessary items from their feeds and write about it on the site. APAP has gotten a lot of hits using this process and has eventually gotten good search engine results page (SERP) rankings over time. This is crucial to building up your PageRank. When I started working with APAP, it was at three and now it’s at five. It’s moving up in the world. Also, it’s old Website Grader score was in the low 30s. It’s now at 95.5 indicating that we’re pushing up at the top of what’s available in terms of SEO but I still have a few tricks left up my sleeve to push that up higher.

Editorial filtering function

This strategy requires nonprofits to get their head wrapped around using their expert domain knowledge to filter out news items for their users. Once nonprofit management understands this, you need to implement this in Drupal. Here is the design pattern you should follow for this strategy.

Aggregate Your Headlines With a Nodequeue

What you are doing with an editorial filtering function is two things: your nonprofit is telling your users what it thinks is incredibly important to read with one big headline and your nonprofit  is shaping content based on site traffic using your queue.  Basically, your editors can see what is getting read by users in real-time and then adjust the queue accordingly. This is how the “Top Five” section gets reordered every day by editors on the Asian Pacific Americans for Progress site. If a post is in the river and starts getting traffic, we push it up to the Top Five to accelerate that process. The three modules you need for this is nodequeue, Views and imagecache.  The nodequeue module should be installed so that your editors can reorder the queue to suit their taste but the Views module is how you present the queue to your users. Imagecache is useful to dynamically resize your pics to fit the different layout options you can give yourself.

Can you do this in WordPress? Oddly, before I even heard about what nodequeue and Views could do, I actually had a crude node queue running at asianamericansforobama.com. With the help of another techie volunteer, we wrote a nodequeue-like piece of code that reordered the WordPress loop so that it would highlight the ten headlines with different colors and points sizes. This is why you see the large Huffington Post-style headlines over at that site. It wasn’t an easy kludge either and was prone to a problem wherein users would add too many posts to the queue. I very much prefer nodequeue over our WordPress hack.

Blogging community

Multi-user blogging capabilites  are available out of the box with Acquia Drupal and it’s fairly easy to simply turn on the blog module. This blog module is so attuned to a multi-user blog format that it has to be differently configured for single-user blogging. There’s even room to support distinct RSS feeds for every blog generated by every user. While Drupal can be extremely maddening at times, this is one of the things it gets incredibly and totally right.

In the end, your blogging workflow should look something like this:

Information Workflow

Basically, information from the outside world gets sliced and diced by your staff, which in turn, gets turned into user-generated content by your community.

Your Mission Should You Choose to Accept It

I don’t think you should go out and set up a Drupal site tomorrow. In fact, if you already have a Joomla site, there’s a good chance you can do this as well. What I do think is that nonprofit managers and techies should  work together to iron out these sorts of information architecture issues. Simply by improving the ability of the user to focus on important headlines, APAP generated a 10.73% increase in time on site while simultaneously seeing a 19.62% increase in absolute unique visitors during the month immediately after these changes were rolled out. To grow in site traffic yet improving the length of  each reader’s engagement with a web site is pretty hard to do. Generally speaking, any growth in site traffic tends to mean a decrease in average time on site. However, we were able to forestall that from occurring with the new information architecture redesign.

An alert reader has asked me for a chart on the effect of blog entries on site traffic. I took the time to create a little data table from the Google Analytics reports for APA for Progress. Please be aware that the Jun-09 figures were run on 6/22 so the figures are incomplete for June. These figures run from 1/1/2009 to 9/31/2009. In essence, I’m adding 3 months of extra data.

As you can see in the chart above, there’s a high correlation (.883) (previously .945) between the number of blog entries and the level of site traffic. There’s also an even higher correlation (.903) (previously .820) between the number of blog entries made per month and the number of Google searches that drove users to the site. The correlation numbers have switched mainly because some of the original content on the site in the last month turned out to be tremendously popular and generated a lot of social media buzz. That drives the correlation figures down and especially so for the correlation between blog entries and site traffic. That the correlation got even stronger between blog posts and Google traffic pretty much validates my thinking about blog posts, SEO and Google search traffic. Blog post volume does more to enhance your Google search traffic than it does to enhance your general site traffic volume. However, if your content quality goes up due to the practice involved in making posts and strategizing that comes with it, don’t be surprised to see your site traffic rise in an uncorrelated way with your blog post volume.

The lack of external events makes this data set almost the perfect illustration of a pure SEO play. Properly tagged blog entries with good metainfo will basically cause Google to better index your site. In turn, it will drive more traffic to your site, thus generating more loyal readers. This is because visitors do stay after hitting the site through a Google keyword search. They tend to accumulate on the site and get used to visiting it every so often. Think of Google as a way to give your website a shot at presenting itself to new users. In effect, each new blog entry complete with tagged keywords, is a way to hook more visitors into your site. The more attempts you make, the more likely you’ll be able to snag users into your traffic stream. And the more likely you can add these users to your blogging community. This should result in a workflow that looks like this:

Suggested Blog Workflow For Nonprofits

So here’s my thinking: I don’t think it really matters whether a nonprofit blogs to update a site. As long your posts conform somehow to already mentioned guidelines for building out your site, I’m pretty sure that if your nonprofit has the resources to post 2 or 3 times a day with its own people that it could eventually manage a similar growth pattern.

Here’s the kicker: most nonprofits don’t have the resources to post two or three times a day to their website. However, their volunteer base does. And this is why I believe blogs are essential to cash-strapped nonprofits. It allows you to get a chance to do multiple posts to your website with minimal cost. I don’t see how APA for Progress would ever have been able to sustain this torrid pace over six months without a blogging community. They’re set this month to break their monthly records and probably end up with around FOUR posts a day due to the addition of new bloggers in recent months.

Of course, the harried nonprofit manager will probably say that you’ll end up with new headaches as your try to fit your new bloggers into your existing communications strategy. Agreed, but first things first. Which problem would you rather have? The problem of managing of thriving a blogger community for your nonprofit or the silence that accompanies your nonprofit’s web initiatives? I opt for the noise.

Chart of APA for Progress site traffic

What we have above is a chart detailing the last six months of traffic for APA for Progress. In return for my volunteer work with them, I asked that I be able to blog freely about the site’s growth and how I did it on basically a very, very tiny budget.

Be aware that the time period in the chart above begins the day before Obama’s inauguration so there is no bump from the political campaigning of last year. Also, the group had a very low number of new blog entries on it and was unable to get a bump from the campaign. Site traffic has grown from 91 visits a week to an all-time high of 2,356 about two weeks ago. The site is probably going to undergo a summer slump as many students will be on vacation but I expect the traffic to grow again during the fall. At the time I found them, APAP had suffered the loss of a previous Drupal site and was temporarily on a WordPress site as a stopgap measure. In other words, they were simply like many other tiny nonprofits in terms of the transitory nature of their IT assets.

First, let’s list APA for Progress’s online and offline assets:

• Email list of around 3000 people
• Facebook group of 1000 people
• APAP’s Volunteer Executive Director does offline organizing with college campuses showing a film about Vincent Chin
• Extensive contacts with Asian American political figures and the Democratic party
• Overcrowded WordPress blog (way way too many widgets)

With little money and no traffic, APAP had to figure out how to maximize their current assets. I ran into them as a way to work off my Obama addiction. I decided that they would make a great lab for many ideas swirling around in my head as to how nonprofits should carry out their advocacy campaigns on the Web.

Over time, I’ve had to seriously rethink the role that nonprofits can play on the Web. Most of the time, nonprofits like to use Web sites to promote their mission and monetize their traffic. It’s basically a 20th century industrial model akin to radio and TV. The nonprofit broadcasts and the donor listens. The problem with this model is that it’s a guaranteed way of falling straight into the black hole of mediocre web design and low site traffic. There’s been a lot of discussion in the last few years given to email marketing and social media but primarily email and social media end up being used in the same way: to broadcast a nonprofit’s news and events. Just because your site has some moderate interactivity given you by an email vendor or your CRM, it’s not going to fundamentally change the nature of your site.

And unfortunately, much is made of social media’s ability to break up this model to the detriment of what I believe should be the cornerstone of a nonprofit’s online strategy: the Web site.  Social media (in this case, Facebook and Twitter) simply cannot carry the burden of the work. It cannot generate traffic on a consistent basis and relies all too often on the most mercurial of personal relationships. If your nonprofit has little penetration with the right digital media rockstars, it’s difficult to get your message out there. This is not to say that your nonprofit should NOT have a social media inititative. If your constitutencies include young people, you should definitely have a Facebook fan page or Facebook group for your organization. You CAN use Facebook to drive traffic to your site but mostly for increasing traffic to your already popular blog entries.

What APAP needed was a surefire way of generating site traffic without hoping on hitting a social media jackpot and absent a compelling event that would organically drive interest in a nonprofit like APAP that dealt primarily with Asian American politics. It’s difficult to raise interest in politics regardless of your ethnicity if you’re not in an election cycle.

Because of this, I had to think about the assets that tiny nonprofits have. All small nonprofits are mostly made up of a collection of people interested in working on a particular issue. Their main assets are their fundraising and community relationships. This means that you have to grow and nurture those relationships into an online design. I’ve got a couple of “theorems” about nonprofits as a result:

1. Nonprofits best serve as news aggregators due to their in-depth domain knowledge and consistent advocacy of particular public policy positions
2. They don’t have the ability to produce news content on their own easily and should use volunteers to help them out

These two observations have a strong impact on the way I believe nonprofits should create their sites in the future.  It suggests that nonprofits can use their staff to create a strong editorial “filter” on news items happening in their geographic catchbasin. It also suggests that they should use their existing community of volunteers to build out content that more closely matches their advocacy positions.

These observations simply hung in the air until I started thinking further about taking these observations and turning them into an operational plan that could be implemented into APAP’s website. After working on this blog for two years, I had learned a lot about SEO and was intrigued by the success of sites like the Huffington Post and Daily Kos. I thought to myself: what can be gleaned from those sites and be applied to nonprofits? Here are my simple recommendations that I think nonprofit websites should adopt from news sites.

1. Big headlines get clicks
   There’s no doubt that Huffington Post does an amazing job of organizing the front page of its site to cue readers as to the most important thing that they should click on.  This type of headline design originated from  drudgereport.com. In fact, I consider this to be Matt Drudge’s singular insight on website information architecture.
2. Pictures next to headlines get more clicks
   You’d think this was pretty obvious but it’s not. However, most commercial news site have adopted this as a standard. Great examples are Yahoo! News and MSNBC.
3. Big pictures next to big headlines get even more clicks
   If you need more data on this, I can give it to you but this is pretty much common sense if you accept the first two ideas.
4. Give people an anchor to look at — i.e. headlines with pictures
   This means putting all the big headlines and pictures into one area in a prominent portion of your Web site – just like the Huffington Post. You’re making it SUPER easy for the user to understand what he or she needs to click on. No more random clicking from users looking for the good stuff.
5. Aggregate the news for your nonprofit vertical
   Use the strong editorial filter function that is inherent in your nonprofit to rearrange the day’s news in terms of how it affects your constituency or policy goal. Act like your nonprofit cares about the world’s current events.
6. The order of presentation for your news is YOUR value added
   What makes your editorial filter stronger is the sense imparted to the reader that you are making it easy for them to imbibe your view of the world. This means you really mean it when your biggest 30 pixel high headline is really important.
7. Tag, tag, tag, and tag again
   Tags are one of the ways Google tries to understand your blog entries and pages on your site. Don’t forget this part. SEO is everything.
8. Magazine-style layout is the future of nonprofit web sites
   And ultimately, what you’re doing is creating a news magazine akin to Huffington Post. This is not the same as creating a newsletter. Newsletters aren’t done on an ad hoc basis like the front page of your website. They also don’t tend to aggregate news sources and are more about the internal operations of your nonprofit.
9. Timeliness is everything
   Like all news magazines, your website has to thrive on timeliness both for more referrals from Google search and for establishing a reputation as a competent and driven nonprofit directly immersed in the issues of the day.
10. Allow your users to blog on your site
    Yes, I know established nonprofits would fear this user-generated content the most. However, small nonprofits have very little access to paid staff and should consider this to be their secret weapon to establishing mindshare within their constituencies.  That is, when you’re broke, you should adopt user-generated content.

So ultimately, my earlier two theorems and these ten tips combined together into the current site design for APA for Progress. I understand that these strategies would create a fairly radical shift in the way nonprofits organize and distribute their communications. It’s a user-centered model built on serving users with content that doesn’t necessarily originate from the nonprofit. Indeed, most of the people creating the content are not staff.

This has tremendous ramifications for the way a nonprofit will organize itself on the web. With the informal and highly opinionated nature of most user-generated content, it’s probably a good idea to include a disclaimer saying that your organization doesn’t necessarily share the opinions of its bloggers. It also means the traditional role of a communications director moves less from creating press releases to more of a “business development” role asking other blogs and nonprofits in the same policy space to syndicate content from the site by either linking to it or republishing. It also means using your contacts to generate good “gets” — getting good guest bloggers or having important individuals participate in conference calls to your membership or in live video conferences. There are many different ways to use traditional PR means to get more traffic for your site.

Don’t get me wrong, this is a remarkably labor-intensive endeavor. Writing content and/or getting people to write for your site is time consuming. However, it IS free. And when you’ve got more time than money, this is a fairly clear way of getting your nonprofit out there. Oh, and how much did this project cost? Less than $600 for the Drupal redesign.

Check out Animoto for a Cause! I’ve been a long time user of Animoto and I’m actually a paid subscriber to Animoto. I’ve had a lot of fun working with their software to make vacation videos out of pictures I’ve taken.  The way Animoto works is that you upload a bunch of pictures to their site and perhaps an MP3 for a soundtrack and their software creates a video out of your media. For nonprofits, this is a godsend especially since most nonprofits don’t have dedicated staff for making sophisticated multimedia. The time it takes to upload pics and video is nothing like the time necessary to create and edit a video. I highly recommend this software for nonprofits that hold frequent special events and want to promote them on their site. You can upload the video to YouTube and then embed it on your Web site for an instant promotional video of your work.

 Here’s the PR blurb from Animoto itself:

Video creation platform Animoto® (http://animoto.com) today released Animoto for a Cause (http://animoto.com/cause), giving non-profit organizations and community activists free and unlimited access to the full range of Animoto’s services, both standard and premium. Animoto is the web application that lets anyone quickly and easily create dynamic, professional-quality videos from their own photos and music.  Now organizations can use the service to promote their cause online in a multitude of ways, from posting and sharing videos on websites, YouTube and social networks, to downloading them to DVD for distribution at events.  Animoto for a Cause launches with more than 20 participating charities, ranging from national to regional, and applications are now being accepted from qualified organizations, groups, individuals, non-profits, and activists.