In my work with redesigning a NGO’s website, I have been recommending that the organization adopt and implement an engagement strategy. There are several challenges to this.
- There is the question: What is an engagement strategy which we are not doing now? Basically, what is the difference between engagement strategy and operations. – and certainly these are areas of organizations which need to have some symbiotic relationship.
- Another question has been: Why do we need an engagement strategy with our new website? – The new website is centrally managed, whereas operations are generally regionally managed.
So, the over simplistic answer is that if what a corporation presents themself as on their website is something which they are operationally not, then that presents certain discontinuities for persons viewing their operations and also viewing their website. This becomes evermore important as many potential clients for organizations first interact with that organization via the web. I first started blogging about engagement with regards to Language Development activities in a post titled: The Look of Language Development Websites.
However, engagement strategy goes beyond just presenting continuity. It gets into connecting potential clients with services offered or knowledge held by that organization. An engagement strategy for an NGO with a cause also speaks to how that NGO is going to target persons who are not aware of their cause and introduce them to the cause and provide options for those newly introduced persons to become part of a great solution for the problem just presented. This level of engagement is different than Public Relations, or brochure development (though both of these can be part of an engagement strategy).