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by Nick Aldridge, CEO of MissionFish, eBay’s partner charity
1. Engage and listen
Potential volunteers, donors and service users will want to engage in different ways with your organisation online. Think about your audiences rather than assuming they all want to click on "Donate Now".
2. Post reliable information
A growing proportion of "research" is done through Google, so post any useful facts, figures and comments online, rather than hiding them in your annual report. The effort will pay off, as you'll soon find the information reappearing in the press.
3. Learn to relax
You should establish a presence in online communities so you can take part in relevant conversations. But be prepared for others to post information and views that you can't control. Think the implications through beforehand, rather than attempting clumsily to stifle debate.
4. Integrate
Online activity should be part of your overall strategy, not a standalone initiative. Think about whom you want to reach and why, then look at how online work can be a part of this.
5. Build partnerships
Online marketing costs have spiraled, and making your website a destination doesn't come cheap. Look at how you can work with the big players to increase your reach.
Nick Aldridge is the CEO of MissionFish, eBay’s partner charity.
For more information visit www.missionfish.org or www.ebay.co.uk/community/charity/