Taking the Plunge

Jump on in, folks. Not only is the water fine, but given the speed at which technology is insinuating itself into every aspect of American life, it soon could be the lifeblood of your organization.

Right about now, some of you are feeling pretty smug: “We’re OK; we have a Web site.” Before you throw out your shoulder patting yourself on the back, ask yourself just how productive that site is. Is it a vital hub where potential donors can get information about your mission and make contributions? Or is it just a pretty page with cool graphics and bright colors? If so … so what? My teenager has one of those.