We invite you to read on, and ask yourself a few questions. How many of these characteristics does your organization have? What will it take to get there? What is preventing the health care reform group you know best from becoming an "Online Organization"?

Seven Characteristics of an Online Organization

1) Email addresses and desktop Internet access for every staff member

Online Organizations have unique email addresses for each staff member, and each staff member has access to email and the Web from their own workstation. Individual email accounts maximize the efficiencies that online communication can bring to an organization, and having email and Web access at the individual's desktop allows each individual to tap into these resources as they need them. Many health care reform organizations still have only a single email address for multiple staff members, and/or access to email (and the Internet in general) is available only from a single machine. Online Organizations make these communication tools available to everyone in their organization. They are as readily available as a telephone or word processor.

2) A local area network (LAN)

Online Organizations constantly share information electronically, and make efficient use of their communication equipment and resources. Connecting two or more computers together to form an Local Area Network (LAN) allows an organization to share printers, modems, phone lines, Internet access and other resources, and allows for centralized storage of documents, databases and other important information.  Creating a small and simple network within a nonprofit office is within the reach of most organizations, both in terms of cost and technical know-how.

3) Technical expertise to keep the systems going

Online Organizations identify and invest in the people they need to keep their electronic communication systems functioning properly. While few organizations need or can afford full-time system administrators, every organization needs to devote human resources to keep their systems operational, up to the level of value this technology has for the organization. This investment must include training, time (the time to do this work!), and the support of the entire organization. An Online Organization recognizes that electronic networking technology takes focused human effort if these tools are to be an asset to the organization.

4) Technology as a component of organizational planning

Online Organizations plan for the technology and training they'll need, and fully integrate this planning into the development of their organization. At a minimum, this means that the annual budget includes line items for necessary equipment purchases and staff training, and a 12-18 month blueprint for infrastructure improvements. Ideally, it also means that the use of online communication flows throughout the programmatic work of the organization, with an "online strategy" articulated for each major initiative the organization plans to pursue.

5) Email addresses for important online constituencies

Online Organizations recognize the power of email, and seek out opportunities to use email when they communicate routinely with the people most important to their work (their membership, colleagues, or the media). To be able to use email in this way, an organization must *actively* solicit the email addresses of its key constituents at all opportunities, and ensure that this information is stored in a contact database along with the address, phone and fax number of the individual. Most health care reform organizations in the Pacific are not yet pursuing email addresses with the same zeal with which they pursue other contact information.

6) Virus protection and routine data backup

Some of the most important assets of health care reform organizations are now electronic, represented in documents and databases that are crucial to the work of the organization. In the same way that people lock their doors and monitor access to their physical property, Online Organizations must protect their electronic information from catastrophic problems that can be caused by equipment failure and destructive software viruses. Developing an effective and routine system for data backup and virus protection is crucial insurance to protect what you have and do online, and a sign of a mature Online Organization.

7) An organizational Web site

A Web site that effectively represents the mission, goals and activities of an organization, and provides visitors with useful information and opportunities to act, is within the reach of most online health care reform groups.  A Web site not only allows a health care reform group to effectively provide on-demand access to information, but can also be effectively integrated with all other communication media to create a powerful outreach and activation tool.  Donors, colleagues and (increasingly) the media expect health care reform groups to have at least basic organizational web sites, and this expectation will only increase. 

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