With many of its facilities in ruins, and its employees, customers, volunteers and donors scattered by Hurricane Katrina, New Orleans’ Audubon Nature Institute turned to the Web to raise the money needed to get back to its mission.

By Abny Santicola

One of the biggest shifts in terms of ANI’s online program is its new focus on measurement of things such as clickthrough rates, funds raised online, etc. The management structure for the Web site has changed, as well. In the past, all ANI departments wanting content added to the Web site would contact Juge, who was the sole manager of the site. The Web site now is managed by a committee, which meets once a month to select Web content and hierarchy.