Online Outreach Tools Guide

Resource Description

Published by Cause Communications, this Guide aims to help nonprofit leaders navigate the complex world of Web-based communications resources. A leadership training, advising, and research organization, Cause Communications educates non-profit leaders in “high-impact communications,” methods to bring about lasting, positive social change.

This Online Outreach Tools Guide helps leaders identify which Web-based resources may be most helpful for their particular project or process stage. First leaders must identify their goals, challenges, and project stage. The Guide outlines some general project stages and some common goals for online communications, such as Increasing Credibility and Mobilizing Supporters. Different tips for choosing online tools, such as cost, target audience, mixing and matching resources, and time, provide leaders with a guided approach to evaluating the options.

The Guide contains several pages of detailed descriptions of various online resources, from social networking and photo-sharing, to online advertising and email newsletters. For each tool, a summary, objective, cost, detailed description, and example provide leaders with a rich overview of online options. Finally, the Guide concludes with methods of evaluating the success of a Web communications campaign and other resources to aid leaders in online outreach.