Outsourcing and the Dot-Org Vision

By Cameron Brown, Inflow, Inc.

October 1, 2003 -- (WEB HOST INDUSTRY REVIEW) -- Compared to corporate America, non-profits were initially slower to adopt the Internet as a means of communicating to their target audiences, because for-profits adopted it as an opportunity to create a streamlined global "storefront". However, most substantial non-profits have now developed a Web presence, and their reasons are not dissimilar to those of their for-profit counterparts. With missions ranging from advocacy to social services and even medical research, non-profits now recognize the value of extending their marketing reach via the Internet, and are becoming increasingly stronger online.

Today, non-profits are adapting and adopting the Internet in diverse ways to serve and influence their constituencies. Like their corporate virtual neighbors, issues affecting site performance - such as maintenance, continuity in the case of disruption, and disaster recovery - are critical. In the glory days of the dot-com craze, surely many non-profits craved an immediate Internet presence, but lean operating budgets prevented most of them from moving online. Today, with the increased accessibility and decreasing premium of creating a Web site, establishing a Web presence has become a common practice. And following the dot-com burnout, dot-orgs arose and found opportunities in its wake.

It may be that the adoption and growing ability to use virtual mediums has shifted the tide in the practice of marketing communications for non-profits. Internet campaigns are relatively inexpensive ways to inform the public, solicit funds, and raise awareness in comparison to the cost and time required to develop traditional "slick" mailers. With the right skill set and a database of supporters and potential supporters, a non-profit can market and inform on razor-thin budgets. Organizations ranging from retail stores to corporations have adopted marketing via opt-in email - a convenient, low-cost way to reach thousands in an instant. Perhaps corporate America's relationship with non-profits has helped spur these practices as it seeks to decrease its own operational excess in a bear market environment. Regardless, the Internet has created access to non-profits, and has become their vehicle for disseminating valuable information.

With non-profits increasing their Web presence, similarly increased is their dependence on its consistency and support. They share another common link with the for-profit world-they are now vulnerable to disasters that threaten their viability. Non-profits now must face the daunting task of implementing a mix of solutions to keep their businesses competitive and try to ensure the maintenance of their critical data. But in the face of these challenges, opportunity goes above and beyond for non-profits.

Organizations like the Lance Armstrong Foundation (LAF.org), for example, are successfully serving as a resource to their audiences, promoting optimal physical, psychological, social recovery and care of cancer survivors and their loved ones. It's easy to understand just how critical it is for non-profits to maintain their online identity and accessibility once it has been established and has become a critical resource to hundreds of thousands of individuals.

"The Internet remains a powerful tool in the dissemination of information," says Randall Macon, director of online services for the LAF. "Key to our objectives at the LAF is providing a resource for those seeking both information and inspiration. Our site enables cancer survivors and supporters to access relevant research, survivorship stories, upcoming events, and the latest undertakings of our organization. We need our online presence to be available 24 hours a day, because when an individual is looking for information or simply inspiration, we want to be readily available."

In various industry segments that include manufacturing, law and healthcare, there is a slew of data available supporting the notion that outsourcing IT services yield positive results. The arguments for non-profits are even more compelling because of their lean operational budgets and need for agility. One should also remember that non-profits suffer during economic downturns, sometimes moreso than traditional for-profit entities do because their "revenue" comes from both the corporate world and individuals. Outsourcing critical functions is key because it allows organizations to focus on their core directives while allocating a fraction of the resources they would have spent providing the solutions in-house.

While non-profits to a large extent still address just their most immediate needs versus implementing full-scale solutions, they are increasingly focusing on the importance of facilities-based IT outsourcing solutions. Inflow currently services nearly twenty non-profit organizations, including the Lance Armstrong Foundation and the Texas Guaranteed Student Loan Corporation (TG), which helps create access to higher education for millions of families and students through its role as an administrator of the Federal Family Education Loan Program. TG is a strong example of an organization that has deeply enhanced its offering via the Web by using its site as a central point of access to student loan information. The Web is increasingly being used to help non-profits facilitate core directives and enhance our communities.

With lean budgets and operating staff, outsourcing is a strong fit for non-profit entities. When having a site up and running is key to an organization's goals, there is no time for down servers. The end product, regardless of whether it is to turn a profit, or benefit a community, requires protection. In today's organizational operating environment, dot-orgs can benefit greatly from taking approaches that have been successful in the for-profit domain.

About the Author

Cameron Brown is general manager of Inflow's Austin data center. A former Air Force officer, Brown led several teams in developing promotion tools and measurements for Air Force enlisted personnel. In addition, Brown led a team of engineers in the evaluation of the ergonomics status of the B-2 Stealth bomber at Edwards Air Force Base in California.