Best Web Site

Class 700-800

Penn's Woods

Objectives

To provide campaign information online that could stand alone or supplement the information provided in the campaign brochure and other materials
To provide interested campaign supporters with one-click access to detailed campaign information and links to other council information, including campaign updates, pledge forms, videos, council news, etc.
To provide up-to-date donor recognition throughout the campaign

Planning Process

Roberta Moore, the council's campaign consultant from A.L. Brourman Associates, recommended that pages be added to the council's Web site to tell the campaign story to friends and other prospective donors. Since the council president could make Web hosting services available to the council at no cost, it was decided to develop a new Web site dedicated exclusively to the One Good Turn Campaign. It would be linked directly to the council Web site. Ms. Moore designed, wrote, and laid out the information using Microsoft Publisher. She employed the same design elements, colors, and photos featured in the campaign brochure, giving continuity to both. Narrative included general and specific information on the campaign need, objectives, and expected outcomes; project highlights; details on endowment; lists of campaign leaders and contributors; and information on how to make a gift. Hyperlinks were added to enable readers to access the current campaign newsletter, the campaign brochure, the list of named gift opportunities, the campaign pledge form, and media coverage of the campaign to date. Initially, the campaign video was also linked to this Web site. It was eliminated, however, due to the amount of the time required to download this item for viewing.

The Web site plan and narrative were reviewed and approved by key board members and campaign leaders as well as the council executive. The council president assumed the task of putting the Web site online. From start to finish, the process took less than four weeks.

The Web site was named www.onegoodturncampaign.org to make it easy to access and to remember. From the home page of this site, viewers can access the Penn's Woods Council Web site; and from the home page of the council Web site, viewers may access the campaign Web site. The campaign Web site is currently maintained by Ms. Moore and is updated as needed.

Impact

This Web site has reinforced the council's campaign message through the additional medium of the Internet. Shortly after the site was completed, a mailing was sent to targeted individuals about the campaign, encouraging them to visit this Web site. These included board members, campaign leaders and donors, troops and packs, troop leaders, charter sponsors, and targeted mid-level gift prospects. In addition, the council developed a newspaper insert in August for insertion in eight regional newspapers. It, too, encouraged readers to visit the www.onegoodturncampaing.org Web site.

Though the council has not purchased tracking services for its campaign Web site, we believe that it has been well used. Several individuals have made campaign gifts using the pledge form that can only be accessed through this site. The council has received positive feedback on the Web site from various individuals, campaign leaders, board members, and donors who have appreciated the recognition they received through this initiative.

What Was Learned

The importance of reaching people through a variety of media and a diversity of approaches, i.e. printed materials, mail appeals, newspaper coverage, and Internet access
That a Web site is an economical way to reach far more individuals than a targeted mailing—without any of the costs associated with printing, labor, and postage
That a quality Web site can be created quickly, easily and cheaply when the available talents and resources of friends, staff, and others are encouraged, mobilized, and duly appreciated
In the process of developing this Web site and transferring complex files to a remote location, the council became aware of some highly effective and low-cost internet tools, including GoToMyPC.com and GoToMeeting.com. Subsequently, additional file sharing occurred that could not have without these resources, and several online campaign meetings were scheduled, saving many hours and dollars in travel time among the participants. This process has given the council insights into more cost-effective, virtual ways of working and meeting.

Potomac

Objectives

Our objectives for the council Web site were to take the old, outdated site and make it look professional, to provide information that does not need to be updated every month, and to provide another method of contact for people to learn about the council, our youth programs, and our summer camp. A growing number of the population likes to do research on the Web about organizations before making contact. We wanted to give people general information so that they can formulate some questions and feel comfortable when they contact the Council Service Center (CSC) by phone or e-mail, or by physically stopping by the CSC.

Planning Process

A committee was assembled to discuss what was to be done with the old, out-of-date site. Once the objectives were set, information was gathered and then selected and rejected. The webmaster built several concept prototypes. The committee agreed on the content and style and advised on the development as the webmaster built our council's new site.

Impact

Many new contacts have been made in the last year, consisting of both in-council and out-of-council people. Information about our summer camp has spread, and more adult leaders are taking training.

What Was Learned

We learned that not every piece of information available at the Council Service Center needs to be on the Web site. We simply need a place where people can learn about us, then take the next step of contacting us for that good old-fashioned person-to-person assistance and quality service.

The Merits of Marketing (marketing.scouting.org) is a resource for local councils, developed by the Marketing & Communications Division of the National Council, Boy Scouts of America.