Using the Web More Strategically

Individual Web pages should include elements such as pictures; graphics; animation; and video; as well as audio, when available.

To determine what should be on your site, Warner recommended identifying what types of people will be visiting your Web site and determining, for each type of visitor, what they would want to see and do there.

4. Functionality (financial and non-financial). Financial transactions that should be able to be made on your site include monetary and in-kind donations, membership, purchases from an online store, auctions, "thons," events, investment donations, and planned-giving options.