American Lung Association Launches Re-tooled Web Site

“We look at that from a strategic standpoint and say, ‘Clearly the public is becoming much more comfortable with donating online,’” Burwell figures. “And if we are getting this much money passively, then we need to develop active, electronic fundraising campaigns.”

Among the many items on its agenda, the ALA has streamlined its online navigation system, making it more efficient for the public to search. Also, with more than 70 local lung associations to account for, the organization has expanded its Web capability in-house by designing universal page templates. The new system will allow all areas of ALA staff to more easily add and update content, without labor-intensive obstacles on the back-end.