Mission-Based Groups:
Use Your Web Site to Show Your Accountability and
To Teach Others About the Nonprofit / NGO / Charity Sector!

There has never been a better time for not-for-profit organizations, non-governmental organizations/NGOs, grass roots organizations, schools, and other mission-based organizations to use technology to show their transparency and credibility, and to teach the media and general public about the resources and expertise needed to address critical human and environmental needs.

Make sure that your organization's web site CLEARLY states:

• the history (including date of incorporation with your local government) and mission of the organization
• what impact the organization has on the community or those the organization serves -- not the number of services you provide but, rather, what IMPACT these services have (and examples of such!)
• the latest finances for the agency (a detailed list of the expenditures from the latest fiscal year is a must; at least a summary of income is also a must)
• how to obtain a copy of the organization's 990 form (if the organization is based in the USA), and other official financial statements and government-filed documents (you can also simply scan these yourself and have them available for viewing on your web site)
• names of board members
• name and credentials of Executive Director, and other key staff
• etc.

That's the minimum you must do to establish your organization as credible and accountable. But there's even more you can do :

• post testimonials from those who have used or been served by your organization
• post testimonials by representatives from government or other organizations endorsing your work
• post photos of volunteers and staff in action, or of clients being served by your program
• provide detailed information about how and why your organization involves volunteers, as well as how people can volunteer
• blog about your work. Be open about challenges you've faced and how you are addressing them
• post evaluation reports of your programs - including those that find fault
• post white papers that would be helpful to others working in organizations with similar or related missions
• link to media articles about your program, including those that are critical

Let the public (and, hopefully, the media) understand that administrative activities are absolutely essential to help your organization serve even more people, do even more with donations, and engage in even more activities to meet the stated mission of the organization.

In addition: track your online profile. For instance, go to Google or any other online directory system and search for your organization's name, the name of your organization's executive director, your web address, or key phrases, such as:

• the word "contact" and the name of your organization
• the word "volunteer" and the name of your organization, or, a phrase relating to your mission
• the word "donate" and a phrase relating to your mission

Doing these kind of searches can help you to see how easy it is for someone looking to volunteer with, donate to or contact an organization with a particular focus to be able to find you online. It also will give you an idea of how many web sites are linked to your organization's site, and what the media and other publications may have said about the head of your organization. You may find criticism or praise from a volunteer, donor, or client about your organization that you will want to address.

Also see:

• The Global Development Research Center, an independent nonprofit think tank that carries out initiatives in education, research and practice, in the spheres of environment, urban, community and information, and at scales that are effective. Its NGO Management Toolbox includes a section on NGO Accountability and on NGO Credibility and Legitimacy.

• Web Site Design Suggestions for Nonprofits, NGOs and Small Government Agencies
  Some more fundamentals regarding web site design for nonprofits, NGOs, civil society organizations, government agencies, schools and other mission-based organizations.

• Is Your Staff "Walking the Talk" Re: Your Organization's Online Activities?
  Mission-based organizations use the Internet in all sorts of ways to interact with the public, or with staff and volunteers abroad: for instance, online discussion groups, an intranet where staff and volunteers can share profiles about themselves and updates about their work with each other, or an online service that is promoted as central to the organization's mission and identity. But is your staff showing leadership in using these online tools? If your organization is to use technology successfully, all staff must embrace it. Here are tips on how to encourage that.

• Does Your Organization's Practices Reflect Its Own Mission?
  Being successful in today's business and media climate means an organization must reflect in practice the values it promotes publicly. This latest article offers examples of organizations who aren't "walking their talk" regarding their mission, and the consequences such organization's face in not doing so.

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