Lessons for fundraisers from a site that’s not about fundraising.

By Dan Gunderman

Never forget who your Web site serves. Remind yourself as you create every page of it. Use your site to engage your audience. Speak in clear, direct language — through video or copy — to let your audience know how it benefits from the site and your work in general. The Obama team has been masterful at audience-centric communications, and Recovery.gov is no exception.