Power Shift: Succeeding Online in a Donor Centric World

7. Organize for success.
He noted the following four key elements:

• Plan — Map organizational objectives into Internet marketing plan; establish key metrics dashboard, and set goals; and determine execution plan and staffing.
• Technology deployment — Design site and configure software to support marketing goals. Implement appropriate/effective data synchronization strategy.
• Operations — Content management, administration of Web site; e-mail communications (newsletter, ad hoc, services); engagement (surveys, advocacy, etc.); e-mail list building (offline promotions, viral campaigns, etc.); appeals (develop concept and case for support, design creative, implement landing pages, configure forms, select segments, create test cells, send e-mail, report results); and regularly track and report results.
• Review — Periodic reviews of online marketing program; analysis of file performance and composition; and benchmarking with comparable organizations.

Bhagat said it all begins with an organization's structure, as that impacts behavior, which impacts performance, and planning often is an afterthought. He advised organizations increase attention to how they organize their resources; how they plan and prioritize their work; who owns and is accountable for the work; and what interactive skills are required.