Experience suggests that nonprofits that want to develop and maintain an effective Web presence face serious obstacles. These obstacles include:
  • Lack of financial resources to hire a qualified consultant
  • Lack of expertise to build high-quality websites and to effectively manage Web content
  • High rates of turnover for volunteers and staff
In the article "Helping Strategy: Building Content Capacities Within Nonprofits" (Intercom Volume 63, Issue 1), Guiseppe Getto collected some tactics that technical communicators can use to help nonprofits increase their capacities for building and maintaining effective Web content. These tactics include methods for helping nonprofits to identify appropriate online audiences and channels. Before discussing these tactics in-depth, the author explains how emerging technologies are disrupting the nonprofit marketplace, and why effective Web content is the key resource nonprofits need to develop. GUISEPPE GETTO (http://guiseppegetto.com) is a college professor based in North Carolina and is president and co-founder of Content Garden, Inc., a digital marketing and UX consulting firm (http://contentgarden.org). He consults with a broad range of organizations who want to develop better customer experiences, better writing, better content, better SEO, better designs, and better reach for their target audience. He has taught at the college level for over ten years. During that time, he has also consulted and formed service-learning partnerships with many nonprofits and businesses, from technical writing firms to homeless shelters to startups.