Todd Baker's excellent, free primer on how nonprofits should approach going online begins with Voltaire's 250-year old observation, which translated means "The more things change, the more they stay the same." That theme is central to Baker's twin theses: 1) the Internet is not a "new world" but rather a potentially valuable additional tool for nonprofits in the "real" world; and 2) a nonprofit's online presence should be a component of an overall marketing plan, not a technological island divorced from the rest of the organization's strategy.
The book itself is an illustration of Voltaire's observation, since it's a variety of e-book available for free download in Adobe Acrobat (PDF) format from a Grizzard Web site named, appropriately, nonprofitwebsites.com (see "branding strategy," below). Because most of us are still accustomed to reading longer texts offline, the only drawback to the e-book format is the issue of downloading and then (probably) printing and binding/stapling a ninety-page book. However, the book reads just fine on a computer monitor, and those who choose to create a hard copy can do so relatively quickly. 2b1af7f3a8