Cover image for The nonprofit guide to the Internet : how to survive and thrive
The nonprofit guide to the Internet : how to survive and thrive
Johnston, Michael W., 1963-
Personal Author:
Second edition.
Publication Information:
New York : Wiley, [1999]

Physical Description:
xvi, 240 pages : illustrations ; 24 cm.
General Note:
Rev. ed. of: The nonprofit guide to the Internet / Robbin Zeff. c1996.
Format :


Call Number
Material Type
Home Location
Item Holds
HD62.6 .Z43 1999 Adult Non-Fiction Central Closed Stacks

On Order



Everything nonprofits need to boot up, log on, and benefit from theNet

Now revised and expanded, this easy-to-use guide is packed with thevital information and advice you need to attain--and maintain--acyberadvantage. Covering everything from computer basics todesigning your own Web site, it shows you how to get connected,conduct research, raise funds, expand your outreach--with bothadults and kids--electronically, and much more. With completedetails on the latest technological advances, market trends, andcutting-edge tools, The Nonprofit Guide to the Internet, SecondEdition. Surveys the most up-to-date hardware and software you needto get online

Explores cyberfundraising with examples from recent onlinecampaigns

Includes a rare usage policy to help your organization get the mostof the Net at your office

Illustrates nonprofit best practices on the Web with case studies,charts, and screen shots

Shows how nonprofits can harness the idiosyncratic to develop aunique attention-getting presence on the Web

Contains a multimedia bibliography, a glossary of terms, and adirectory of nonprofit-related Web sites and addresses

Author Notes

Michael Johnston is President of Hewitt and Johnston Consultants, a full service fundraising consulting group that specializes in nonprofit Web sites and all aspects of fund-raising campaigns.

Table of Contents

1. Learning about the Internetp. 1
Introductionp. 1
What is the Internet?p. 1
Main Applications of the Internetp. 4
E-mailp. 4
The World Wide Webp. 6
Understanding the Internet -uestions and Answersp. 9
Why Does the Internet Appear Disorganized?p. 9
Who Can Use the Internet?p. 9
How Does the World Wide Web Fit into the Internet?p. 10
How Can a Nonprofit Compete with a Well-Financed Business on the Internet?p. 10
Does Anyone Monitor the Quality and Accuracy of Information on the Web?p. 11
What Are the Security Concerns on the Internet?p. 12
How Can I Make My Internet Experience Less Frustrating?p. 12
2. Why a Nonprofit Should Go On-Linep. 13
Introductionp. 13
Reasons to Go On-Linep. 13
Improving Communicationsp. 14
Improving Internal Communicationsp. 14
Improving External Communicationsp. 14
Better Access to Informationp. 16
Professional Developmentp. 21
Contact with Peersp. 22
Mailing Lists and Other Resourcesp. 24
Advice from Outside the Organizationp. 26
Taking Action: Cyber-Fund-Raising and Cybercampaigningp. 27
Cyber-Fund-Raisingp. 27
Cyber Campaigningp. 28
3. Getting Connectedp. 31
Introductionp. 31
Part I Step by Stepp. 31
Step 1 Deciding Who Will Be Connected to the Internetp. 32
Step 2 Assessing Existing Computer Systems and Seeing What New Equipment Is Neededp. 33
Step 3 Arranging Your Internet Connectionp. 36
Step 4 Selecting and Installing Your Internet Programsp. 41
Step 5 Trainingp. 43
Part II Softwarep. 44
Operating Systemsp. 44
Part III Internet Software Optionsp. 48
Internet Suitesp. 50
Internet-Enhanced Office Suitesp. 52
Stand-Alone Internet Programsp. 54
Part IV Internet Usage Policiesp. 58
What Is a Usage Policy?p. 58
NSFRE On-line Usage Policyp. 62
4. From Knowledge to Action: Finding the Full Potential of the Internet to Improve Your Communication, Outreach, and Public Awarenessp. 63
Communicating in Cyberspacep. 63
The Internet Audiencep. 64
The Internal Audiencep. 64
The External Audience: Collaborating and Cooperating on the Internetp. 76
Internet Communication in Actionp. 80
Membership Recruitmentp. 80
Job Announcementsp. 81
Volunteer Recruitmentp. 82
Advocacy over the Internetp. 84
5. Research on the Internet: Tools and Tricksp. 87
Conducting Research on the Internetp. 87
Initial Preparations: Knowing Your Browserp. 88
Research Tools and Tricksp. 91
Search Enginesp. 91
Harvesting Links: Benefiting from Net Culturep. 95
Creative Thinkingp. 96
Going behind the Web Sitep. 96
6. Cyber-Fund-Raisingp. 99
Fund-Raising in Cyberspacep. 99
The Giving Community Revisitedp. 99
Electronic Commercep. 101
Working with Contributorsp. 105
Acquiring New Membersp. 105
Enhancing Membership Relationsp. 106
Soliciting Donationsp. 106
Payment Methodsp. 106
Special Eventsp. 108
Fund-Raising Productsp. 111
Major Donor Fund-Raisingp. 111
Direct Mail in Cyberspacep. 113
Foundation Fund-Raising on the Internetp. 118
Foundation Prospect Researchp. 118
Applying for Grantsp. 119
Corporate Fund-Raisingp. 120
Prospect Researchp. 120
Corporate Partnerships--Cause-Related Marketingp. 120
Memorialsp. 125
Saving Money Is Raising Moneyp. 126
7. Making It Happen: Establishing a Presence on the World Wide Webp. 129
Formulating a Web Strategyp. 129
Purposep. 130
Audiencep. 131
Site Designp. 133
Getting the Word Outp. 154
Measures for Successp. 155
Integrating Your Web Sitep. 156
8. Reaching Your Future Supporters Nowp. 157
Information Firstp. 158
Helping with Homeworkp. 158
Making Research an Adventurep. 159
Adding Competition to the Educational Materialp. 160
Asking Some Kidsp. 163
Involving Teachersp. 164
Brandingp. 166
Clubsp. 167
Privacyp. 169
Safety for Kidsp. 170
Gamesp. 171
Getting Kids to Make Their Own Web Sitesp. 172
A Concluding Conversation with an Expertp. 173
Conclusionp. 174
9. Harnessing the Idiosyncraticp. 175
Nonprofit Organizations Already Know How to Have Fun and Be a Bit Wackyp. 176
The Internet Is a Fun and Wacky Place Alreadyp. 177
How Are On-line Nonprofits Faring against the Idiosyncratic?p. 179
Another Idiosyncratic Web Sitep. 182
Strange Gamesp. 183
What Can Nonprofits Learn from the Commercial Sector?p. 183
An Eccentric Voicep. 188
Promoting the Idiosyncraticp. 189
Conclusionp. 189
Appendix A Internet Resources for the Nonprofitp. 193
Appendix B Glossaryp. 227
Indexp. 234