Social service agencies, arts organizations, and other not-for-profit groups have a vital role to play in our society. Because they don’t sell products, though, they often don’t have the money to use traditional advertising and commercial marketing outlets to get the word out about the services they provide. Community organizations need both old media (ads, brochures, flyers) and new media (web sites, blogs, podcasts) to bring their message to people who need their services as well as to potential donors.

MasterWork helps community organizations communicate their mission and programs to the public that uses their services, and to donors who can support those services.

The Three Rs of Community Information

Web sites are an important way for not-for-profit groups like yours to communicate with the public. Through your web site, you can show Respect for your constituents, demonstrate community Responsibility, and enhance your organization’s Reputation.

Show Respect

• Use your web site to speak to potential clients and donors as real people, not just statistics in your reports or dollars in your bank account.  The topics you discuss on your site, and the language you use to communicate those topics, can show that you are in touch with your organization’s supporters and with the clients you serve.
• Forums, blog comments, email links, and feedback forms demonstrate your willingness to listen the concerns of others, and consider their opinions.
• Through staff photos and profiles, and through articles and photographs showing your programs and events, you make it possible for the public to know your staff as people, too, not just part of another faceless bureaucracy. Use these web features to become “us” instead of “them.”

Demonstrate Responsibility

• Use your web site to communicate honestly about your organization and its work, and even its problems, in the text and pictures you publish on your site. This is especially important in times of crisis for your organization or your community.
• Through your web site, you can educate both your constituents and donors. Relevant articles and links to other sources of information will help prospective clients or members understand how you can help them. The same articles and links can help donors understand what you will do with their money.
• When clients, donors, and site visitors make use of the feedback options you provide, let them know you’ve heard them. Update your site to show you take your community responsibility seriously.

Enhance Your Reputation

• Positive interactions between not-for-profit organizations and their clients, members, and donors lead to happier citizens and a healthier, more vibrant community. Your web site is one way to encourage positive interaction with your organization.
• Satisfied clients and members will talk about you to their family, friends and neighbors, and will refer others to your programs and services. Save the letters, emails, and feedback comments you receive from them, and display excerpts prominently on your web site.
• Donors who know you appreciate their support will often increase their contributions and may convince others to donate, as well.