VADP: A Case Study

Virginian's for Alternatives to the Death Penalty is a relatively young organization. Founded in 1991, the organization strives to incorporate alternatives to the death penalty into Virginia law. However, one would not really understand this mission until a careful search of the organization's site revealed this statement in the "History of VADP" tab that is positioned half way down the left side of the initial home page. While the organization has appropriate and important information on its site, the organization and placement of this information is not conducive to productive research on behalf of potential new members or other visitors. While there are many examples of effective and ineffective web development on this site, there are two examples that may be discussed.

The organization does do a fine job of placing appropriate links for its members on the site. "News & Updates" is positioned first in a long row of links. Additionally, it is important to include links to media pieces discussing the death penalty, like op-eds and articles of support, for these examples are important in the never ending battle to win over the hearts and minds of potential new supports of the organization's cause. With all this being said, there is still no rhyme or reason to the placement of these links. I would also recommend a prominently displayed link that discusses the organization's history, an "About Us" link, if you will.

Most importantly, the sidiscernibleiscernable grassroots mechanism being spearheaded by the organization. This is fundamentally the worse mistake VADP is conducting. Members and potential new members must be able to communicate with each other in order to plan and operate an effective grassroots or grass tops campaign. Conversely, the organization does have some positive aspects to its site and campaign. It appears from the organization's history that it has grown substantially since the 1990's, suggesting that a key element of successful campaign is present within its membership - passion. The links displayed on the site are important and illustrate a commitment to the organization's cause, but they are limited by their placement.

Therefore, the organization is doing well in developing a decent idea of what it wishes to convey to potential new members and visitors to their site, but still needs to work on how the organization of the site will effectively do this. The organization already has the tools available on their present site; however, they must be rearranged. The organization has done well in this regard. Although there are still many more to discuss, the one key element to success the organization must do more to develop is a grass roots network. This is the organization's fundamental mistake. Once this is established, the final website design will incorporate elements for this network and will be effectively complete.