The American Red Cross (http://www.redcross.org) has created a model non-profit web site which should be studied by anyone who wants to use the Internet for fundraising and public relations. It is well-designed, downloads quickly, and contains just about everything that one could imagine wanting. It is also well-managed, and kept up-to-the-minute with breaking news.

While the Red Cross does many things, it is best known for its work with natural and human-made disasters. Therefore a crucial element of its site is that it contain timely and accurate information about such situations. A key strategy for this site, as for any disaster or relief agency, is that visitors can quickly:

• Find out what happened;
• Find out what the Red Cross is doing about it;
• Find out what "you can do" about it, including volunteering;
• Donate on the spot.

[Sorry! Our agreement with our publisher does not allow us to put the entire book online. If you would like to have the entire text, and the CD, there's an easy way to get it: Spend $50 (cheap for a book and a CD!) Just call ALA Editions at 1-800-545-2433 or order online (for a few dollars more) at http://www.amazon.com (search for "fundraising and friend-raising")]

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