We have been planning and building websites for social change institutions for nearly two decades, and over that time have worked with some of the most well-known social brands in the world, as well as hundreds of lesser-known groups. What we’ve seen across all organizations, regardless of size, is that digital teams—their structure, leadership, and how they are affected by the culture of the institutions where they work—are the biggest predictor of online effectiveness. As we discussed on the Care2 webinar yesterday, without well-structured teams, strong leadership, appropriate skills, and an aligned internal culture, you simply can’t do all the great things you want to do online, sustainably over the long term.
