Online Strategy

While developing my objectives for the Strategic Plan, it occurred to me that my assigned organization needed to drastically alter their site in order to wage an aggressive grassroots campaign. Why the organizers of the site and leaders of the organization did not feel that their particular issue was in need of such a strategy is beyond me. My site is not a candidate site, rather an issue site. So, while the organization wishes to gain members like candidates wish to gain votes, there is no end to this organizations campaign on some fixed date in the future. Rather, the controversial issues attached to this organization must be introduced to potential supporters over a long period of time. That being said, the site should be geared for long-term objectives. It exudes the classic mistakes that we have discussed in class, from having small links that aren't easily visible to not taking the opportunity to advertise support, such as op-ed pieces and articles. The link outlining these positives is as non-appealing to a visitor as the site's donate button.....a button I have advised the organization to display prominently. In order to wage this long-term and campaign of persuasion for the hearts and minds of Virginians, money will be required. The online objectives of the organization are heavily influenced by the offline objectives. This sounds common sensical; however, one does not truly understand this phenomenon until given the chance to offer strategic advice - as we are being given for this class. The synergy we discussed in class must be balanced and flowing freely between the online and offline objectives. I am begining to understand and see how the balance will allow for success or failure.