For the Nonprofit Quarterly’s Winter 2012 edition, Creation In Common’s Carlo Cuesta writes:

When the web emerged, in the 1990s, it was a seminal moment for the nonprofit community. The possibilities of enabling communication, interaction, and transaction around mission seemed endless. Then reality set in. Organizations came face-to-face with technical, operational, and content barriers that were far more difficult to overcome than anyone expected. We quickly learned that our two-dimensional marketing materials did not translate to the web; that a thousand page-views did not necessarily lead to deeper mission engagement; and that “if you build it” did not always mean “they” would “come.”

Go here to read the whole article.