The Harvard Business Review online has a short article about the difference between the Clinton and Obama campaign websites that seems at least as relevant for non-profits as it is for for-profits. Big quote:
Why is engagement important? Well, the data on customers shows that the best measure of your brand is not satisfaction – but how many advocates you have. These advocates can sway buyers, or in the case of politics, voters. Firms like REI sports, who have deep involvement of members in their product design, service, and even instruction on use – understand this. The online retailers like Amazon and eBay utilize this natural propensity for involvement to provide everything from user-supplied customer service to new product/service design with eBay getting over sixty percent of its ideas for new products from customers.
The message keeps coming back that the business of a business, especially of a nonprofit business, is building relationships (w/advocates, members, evangelists)...
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