Using the Web More Strategically

A. Findability (users). To make your site findable, employ search engine optimization and search engine marketing efforts.

B. Maintainability (staff). Anyone in your organization (with no training) should be able to build and maintain a world-class, e-philanthropy Web site — quickly, Warner said.

C. Reporting (staff). You should be able to cultivate data from your site activity on Web site traffic (e.g., how many people visited your site; when they visited; how they found your site (search engines, and, if so, which ones, or links from other sites); which pages on your site they visited; how long they spent on your site; and the transactions made via your site — for example, those who donated $100 or more last year but nothing this year.