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By Huckfeldt

Offered at a colloquium on the Workshop in Political concept and coverage research, IndianaUniversity, Bloomington, on February 12, 2001.

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S. adults were Internet users: that ’s approximately 71 percent of all Americans. Even older adults were well represented: 26 percent of Americans aged seventy to seventy-five were online, and 17 percent of Americans aged seventy-six or older were online too (Madden, 2006). • By January of 2009, Facebook had over 68,500,000 unique visitors visiting 1,191,373,339 times each month (Kazeniac, 2009). Need some information or feel curious about something? You Google it. You might even send InMail to your PRINCIPLES OF EFFECTIVE COMMUNICATIONS 17 LinkedIn professional network, post to an interest-specific listserv, or message via another social network, such as Facebook.

Even today, many organizations are struggling to wrap their heads around YouTube, Flickr, social networking, and what these media mean to them. As a result, most organizations didn’t budget for the Web upgrades they now find themselves making to stay current. In fact, changes in technology are so great and happening at such speed, it ’s likely that a nonprofit PRINCIPLES OF EFFECTIVE COMMUNICATIONS 25 will need to build a new site or conduct major upgrades every two to three years. 7 percent claimed lack of adequate budget.

Our brochures, Web sites, and other communications tools are developed by a variety of people and PRINCIPLES OF EFFECTIVE COMMUNICATIONS 15 they have no continuity: they don’t relate to each other or present a cohesive image of what we do. Every time we write something for external audiences, we start from scratch: we don’t use predefined messages or language to ensure consistency in our voice. Our materials and the brand elements in them have a generic quality that doesn’t capture our unique vision and mission: they could be used by other organizations with similar missions.

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