In the last article I wrote about how nonprofit entities need to engage people they want to attract to their organization in conversations that their readers want to engage in. So here's 6 smart content ideas that can help you develop a comprehensive involvement strategy…

1. Capture email addresses from your visitors and send a regular, relevant, motivational enewsletter that describes the excitement of what is happening in your organization—one that invites involvement. Once you have captured a visitor's email address, you’re on your way to turning those visitors into friends of your organization.

2. Ask your visitors to become offline and online volunteers. Online volunteerism is an innovative way to get people involved. For example, an online volunteer could be asked to become an e-advisory board member, giving your e-advisory board the privilege of shaping your online strategic direction. The secret here is to develop meaningful connections that encourage regular involvement.

3. Create online polls. Use technology, such as Instant Messaging and Chat, for the facilitation of online focus groups and benefits testing. Use surveys to solicit both general and specific information from anyone who logs on to your site. Your friends want to give you feedback, however you must first politely ask for it.

4. Tap the power of viral marketing. This is where you click on a box that asks "Would you like to share this article with a friend?"—after which the person types in his or her friend’s email address. This promotes great interactivity and exposes your site to someone who you, in all probability, never may have reached.

5. Keep it personal. When you solicit comments from visitors, make sure the user addresses a real person. When you solicit comments from visitors, make sure the user addresses a real person…not webmaster@, info@ or support@… Instead, it must be attn: Chris@…or Melissa@…etc.

Your website is your ultimate direct marketing vehicle—and your unique opportunity to stay up close and personal. A basic principle when implementing new technology is that it should enhance the facilitation of conversation with people, not put up "techno walls" that make it more difficult to carry on a conversation.

6. Develop communication strategies at all levels within your website with:

Visitors

Friends

Volunteers

Members

eNewsletter and other eCampaign recipients

Donors

Annual Donors

Mid Donors

Major Donors

Corporations and Foundations

Planned Giving