Moosewood Communications

Critical Thinking and the Paradox of History

2009-12-02T08:46:00.004-05:00

Introductory Thoughts from a Lifelong Student (and Teacher) of History

Skepticism is the chastity of the intellect, and it is shameful to surrender it too soon or to the first comer: there is nobility in preserving it coolly and proudly through long youth, until at last, in the ripeness of instinct and discretion, it can be safely exchanged for fidelity and happiness.
George Santayana
US (Spanish-born) philosopher (1863 - 1952)

History and politics must be approached with a large dose of skepticism whether from the left or the right because, after all, history is generally written by the "winners" whether their cause was just or not. While I may have coined, or simply adopted, the phrase "The Paradox of History" neither the phrase itself, nor the thought, is unique or original.

Economist John Maynard Keynes coined the phrase the “Paradox of Thrift” to describe that point in a recession when the public is inclined to save as much as possible and spend as little as possible, while at the same time massive spending is the only way to alleviate the economic peril that the country faces. The Paradox of history is simply that history is written by the “winners” who have a vested interest in the narrative, while at the same time, history's greatest benefit to us is what might be learned from an unbiased narrative that provides us an opportunity to see both the good and bad in its events, personas and results. Stated more eloquently by Gordon Craig, “the duty of the historian is to restore to the past the options it once had.”

So, therefore, a good teacher's first responsibility to his or her students is to convince them that they should believe as little as possible of what he or she is about to tell them. Let's call that the "educators corollary" to the Paradox of History.

Having admitted to complete and utter fallibility, a good teacher must then impart his/her knowledge assertively, as if no other source was closer to the oracle of knowledge.

A worthy teacher, then, seeks not to serve answers or truths but to urge students toward the development of critical thinking skills and a healthy skepticism, from which they can derive their own narrative.

This does not in any way alleviate the burden upon you, the student. Quite the contrary in fact - it imposes a larger responsibility because you must find a way to demonstrate a modicum of deference to my years of experience and knowledge while, at the same time, double checking the veracity of everything you learn from me.

One of the first things that you will learn is that a good critical thinker does not mistake opinion or "common sense" for fact. Opinion, after all is just that; one person’s view of something. Common sense, that stalwart beacon of logic and wisdom with which your elders have urged you to imbue your thoughts and behavior, is an even more devilish force because it is empowered by the vast influence of majority thought.

Stephen Hawking, in his extraordinary "Science in the New Millennium" speech, said “. . . common sense is just another name for the prejudices that we have been brought up with.”

Facts, on the other hand, as Mark Twain said, are "stubborn things"
they may stand by themselves or they may be turned into thought, but without them thought has no basis in reality; and, ultimately, no power.

So, as we begin this term, make it your goal to keep both your eyes and your mind wide open. Take joy in the moments in which your notion of the world is turned upside down because that is the surest sign that something useful is happening to you.

The Best Leader

A leader is best
When people barely know
That he exists,

Less good when
They obey and acclaim him,

Worse when
They fear and despise him.

Fail to honor people
And they fail to honor you.

But of a good leader,
When his work is done,
His aim fulfilled,
they will all say,
'We did this ourselves.’

Lao-Tzu
Chinese philosopher

Wayne D. King 2009

The Green Dingy and the White Birch
Open Edition prints, click here.

The Challenges of Going Green with Your Business

2009-09-23T12:30:00.000-05:00

“Finding products and components that are sustainably made is a combination of measuring “footprints” and exercising good judgment and common sense. Here are some things that you should understand when assessing the “ green creds” of any product.” - Wayne D. King

The term green is an unregulated term that can mean many things to many people, similar to "natural" with food products.

A products green credential can be measured in many ways because there are many steps in the manufacturing process. For example, one of our products MOP, Maximum Oil Pickup is – without a doubt – the most sustainable product on the market among oil absorbents. Yet there are a number of companies laying claim to the “green-space” in this multi-billion dollar industry. One competitor of MOP uses a very energy intensive mining process to mine a "natural" product which they label as a "green" product. Since the product itself is a naturally occurring item, it is fair to say that the raw material for manufacturing the sorbent (the term of an absorbent product) is green, but the manufacturing process is decidedly NOT green. Some customers who are looking to be able to claim that they are using a green product may find this sufficiently acceptable, particularly if they are seeking "window dressing" rather than a genuinely sustainable product. Customers who are sincerely seeking to reduce their carbon footprint will see through this immediately. Furthermore, organizations that make determinations about this will see immediately the shortcomings of products that are "greenwashing".

“Finding products and components that are sustainably made is a combination of measuring “footprints” and exercising good judgment and common sense. Here are some things that you should understand when assessing the “ green creds” of any product.”

Choosing a green product in today’s environment is a challenging task. It’s important for two major reasons:

1. If you are sincerely working to reduce your company’s carbon footprint, or working toward measuring your triple bottom line, you want to be able to choose a company that has a truly sustainable product and manufacturing process.
2. Consumers and watchdog organizations have an increasing level of sophistication when it comes to products that claim some level of green-ness and are savvy when it comes to companies that are employing greenwashing techniques to position themselves in the market, but not really achieving a level of sustainability that reflects well on people who use their products.

Having said this, it is important to say that some common sense and good judgement needs to be employed in this process as well. For example: Suburu of America is arguably the greenest automobile company in the US today, even though they do not manufacture a single hybrid vehicle. Why is this? Because the sum total of all their environmental efforts and products add up to an impressive environmental record. They have no hybrids but among companies building cars in the US they have one of the highest MPG ranking across their fleet. Add to this, just in time and regionalized manufacturing and inventory systems that reduce their shipping and the fact that every one of their facilities in the US has achieved a zero carbon footprint and you see a total picture emerge that is more sustainable than you might expect at first blush.

So how do you measure the sustainability profile of a company that you are considering as a vendor?

Products and Processes
To begin with, you want to examine both their products and their manufacturing processes. The degree of sustainability for any product can run the gamut from a product that is completely carbon intensive from start to finish to a cradle-to-cradle green product that is produced sustainably and is completely green itself - made from 100% recycled and natural products, organic or fully recyclable.

Furthermore, it is certainly worth considering other factors that are relevant. For example a quart of strawberries grown in your community may be grown using a carbon-based fertilizer making them ineligible for the claim of organic. However, their carbon footprint is surely smaller than the same quart of strawberries grown organically but shipped across the country.

Every product is going to have a different story to tell based on its component parts, its manufacturing process and its recycle-ability. The choices you make will need to be based on both the goals of your company and the profile of your clients/customers in the context of other obvious considerations such as price points for the products, shipping issues etc.

Returning to the MOP product addressed at the beginning of this article, we were attracted to the product from the beginning by its green power across the broad spectrum of product and production. Ultimately, MOP achieves the highest possible level of sustainability, a cradle-to-cradle level, by first utilizing only recycled and organic materials and employing a production process that uses green hydroelectric energy as its power source. Their claims regarding this can all be verified and validated allowing a business considering utilizing their product the confidence to know that they will not be subject to claims of greenwashing or individuals and advocates questioning the validity of the claims or splitting hairs over whether the sustainability of the product is counteracted by the production process. Assuming under these circumstances that you can make the other aspects work for your financial bottom line, a product like this covers the social and environmental bottom lines to achieve success in reaching goals in your triple bottom line.

Ten Tips for Improving Your Company’s Sustainability Profile

2009-09-22T14:32:00.001-05:00

Its all about the triple bottom line. Embracing the bottom line in terms of economics, environmental, and social values. Your Green offices will embrace all of these values and your boss will love you for it because in addition to making the company look good, it will save money too.

1. Work with a certified waste management company and ask them to provide you with advice for minimizing waste, and where possible gleaning some returns for your efforts. Many companies, notably Waste Management, Inc., have created special e-cycling programs for computers and electronic waste as well as

2. Buy post-consumer recycled content paper. Many of the big dogs in office supply are now offering recycled paper as an option including Staples, Office Depot, Quill, Target, as well as some of the specialty companies like Dolphin Blue, Monadnock Paper, The Green Office and others.

3. Use recyclable products in your bathrooms and kitchen areas.

4. Get an energy audit. In many cases the utility company that provides your electricity also provides programs for auditing your energy use. At the very least you can be sure that they can refer you to a professional in your area.

5. Institute programs to encourage carpooling among employees.

6. Institute programs to provide flex-time and telecommuting. Putting your company’s primary databases and working documents on the web using an intranet will allow your workers to work from any locale with broadband access. Several companies now provide low cost web-based intranet, conferencing and meeting software solutions: Webex, GoToMeeting, TalkPoint, Phase2 and others have some very affordable options.

7. Surge protectors do more than just preventing surges. If you have appliances plugged into surge protectors shutting off the surge protector or unplugging it entirely will prevent leakage that can really add up. At the very least, make it company policy to shut down computers, turn off lights and appliances after hours.

8. Look for EnergyStar rated appliances and office equipment.

9. Limit paper products in the kitchen and encourage employees to bring dishware from home.

10. Purchase renewable energy credits for your office, and offset your air travel, gas mileage and more.

Rowboats at Dusk, Newfound Lake, NH

Concerns Grow Over Sugar Maples in Midst of Global Warming

2009-05-06T06:44:00.001-05:00

Some see the magnificent Sugar Maple as New England's version of the canary in the mineshaft of global warming.

A growing number of scientists, lay people, and those who's vocations and avocations regularly bring them into contact with Sugar Maples are expressing alarm over the potential economic and environmental impact of a changing climate on the species and the New England region.

This is a short, tied to a longer piece at our GreenerMinds blog.

Elizabeth Warren on Foreclosure Prevention

2009-03-09T18:56:00.000-05:00

Terry Gross Interview Elizabeth Gross for Fresh Air

Fresh Air from WHYY, March 9, 2009 · According to a report on home foreclosure issued Mar. 6, 2009 by the Congressional Oversight Panel charged with monitoring the use of bailout funds, the rate of home foreclosure is now three times its historic rate — "so large that it threatens the entire economy."

Panel chairwoman Elizabeth Warren joins Fresh Air to discuss the foreclosure problem — and what can be done about it.

This is a must listen for anyone looking to understand how we got into this problem; what the Obama plan does and does not do; and. other ideas for confronting the problem.

Listen

Clinton Hails L.A.'s shift to LED Street Lights

2009-03-06T09:23:00.003-05:00

Calling it a "great day in Los Angeles," former President Bill Clinton joined Mayor Antonio Villaraigosa today in unveiling what is billed as the largest effort by a U.S. city to reduce pollution by ...

Read full story from LA Daily News

Obama's Foreclosure Prevention Plan is Home Run for the Economy

2009-02-21T16:03:00.000-05:00

by Wayne D. King

While there are always going to be critics of any plan conceived in the tenuous - some say toxic - economic environment we face today, Obama's Foreclosure Prevention plan takes a carrot and stick approach that leverages every asset that can responsibly be brought to bear on the crisis.

It is a fair responsible and far reaching approach that provides help to those least responsible for the fix that they find themselves in. It goes further than any plan proposed to date to help those struggling but sidesteps a bitterly divided Congress to achieve its goals without requiring specific action from Congress. According to the Los Angeles Times. it "embraces strategies that attack the complex problems on several fronts but without requiring a long struggle in Congress".

Who the Plan Doesn't Cover
Irrespective of the tirade by CNBC's Rick Santelli the plan does not cover those who knowingly gamed the system; the folks who got loans on homes with values substantially more than they were actually qualifies for or lied about their income. It also does not cover many of those who were lied to by their mortgage lender because in most cases those folks are so deep underwater that they just can't be helped.

Who the Plan Helps
Homeowners with moderate declines in Loan to Value equity. The so called "Underwater" loans. These homeowners fall within a specific loan to value ratio that makes it resonably likely that they played by the rules originally but that declining housing values have now wiped out their equity to the extent that a bank would no longer consider their loan to value ratio reasonable.

To be eligible, borrowers must live in their homes and have a loan that is owned or guaranteed by Fannie Mae or Freddie Mac.

According to Housing Secretary Shaun Donovan, the opportunity to refinance will help "homeowners who have played by the rules . . . have been making their payments on time but have been unable to refinance because falling housing prices have eroded the equity in their homes."

The second part of the plan is focused on homeowners who are considered to be "at risk" but where action now can prevent a future foreclosure. For example, this part of the plan would apply where a family member has been laid off or family income has been reduced for some other reason. In this instance, the plan offers incentives to lenders and mortgage servicers to modify the terms of the loan to enhance the ability of the family to remain in the home.

For example: Where a family member has been laid off and family income has been reduced a refinancing of the loan at a lower interest rate might make the loan affordable for the family. However, the bank has little incentive to refinance the loan. The Obama plan provides financial incentives to the bank to rewrite the loan and in some cases a guarantee on the re-written loan.

If the lender agrees to reduce the monthly payment to 38% of a borrower's monthly income, the government will pay half of the additional cost of lowering the payment to 31% of the borrower's income.

One of the most powerful features of the Obama plan, and a feature that is different from past foreclosure prevention efforts, is that it does not require that a borrower be delinquent to qualify, in fact the program will pay loan servicers a HIGHER incentive fee if modification is done before the borrower falls behind.

According to Sheila Bair of the Federal Deposit Insurance Corporation, this focus on "at risk" borrowers is the most powerful feature of the Obama plan in terms of strengthening the overall economy because it will prevent unnecessary foreclosures that would further weaken the already troubled housing market.

Here's the catch - if there is one - banks and other lenders do not have to participate, unless they have previously received TARP funds. Since the vast majority of banks have not received funds, because they acted responsibly in their lending practices to begin with they are, understandably, not required to participate. However, their participation could have a significant impact on the overall health of the housing market - and thus the economy - of their area. Professional associations such as Chambers of Commerce and Realtors associations would do well to bring their influence to bear on their local institutions.

Finally there is an additional "stick" incentive pending that will require action by Congress. enerally the Obama administration is working on making changes to the bankruptcy laws that will allow a bankruptcy judge to "write down" a home mortgage as part of a bankruptcy settlement. Assuming that something like this will be adopted by Congress, banks and lenders will have an additional incentive to help prevent homeowners from having to take the extraordinary step of filing for protection under the bankruptcy codes.

Fast action by business and professional associations and an affirmative response by banks and other lenders could have a ripple effect building a wave of change and better economic times for the country as a whole.

The protocols for the plan will be issued on March 4.

Resources: Well Written summaries of the proposal and related issues:

Rates Drop as Obama Signs Stimulus Plan
Washington Post/AP The average US rate on a 30-year, fixed mortgage fell this week as President Obama enacted an economic stimulus.

What the Obama housing plan will and won't do
Seattle Post Intelligencer
By HOLDEN LEWIS President Barack Obama introduced a $75 billion homeowner relief program this week. Who will it help?

Obama's Housing Bailout Draws Comparisons to McCain's Plan
FOXNews - Feb 19, 2009
President Obama's $275 billion housing bailout plan, aimed at halting mortgage foreclosures, is drawing comparisons to a proposal championed last year by John McCain

Los Angeles Times

Obama Throws $75 Billion Lifeline To Homeowners
MSNBC - Feb 19, 2009
By AP MESA, Ariz.—President Barack Obama threw a $75 billion lifeline to millions of Americans on the brink of foreclosure Wednesday,

"The Garden in My Mind" 2009 Calendar

Click here to view the calendar

Proofread, Proof read

2009-02-12T19:53:00.003-05:00

Tips for Effective Writing on the Web #10

If you are selling products or services on your site, emphasize the personal benefits of the product rather than the finer technical details. Place the technical details on the Website, just don’t make them the first stop. Your visitor wants to know how your product can change their life more than they want to know how fast, big, and nifty it is. Don’t forget to use the word YOU.

Return to Overview

"Lillies of the Valley"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Your "Webside Manner"

2009-02-12T19:49:00.003-05:00

Tips for Effective Writing on the Web #9

If you are selling products or services on your site, emphasize the personal benefits of the product rather than the finer technical details. Place the technical details on the Website, just don’t make them the first stop. Your visitor wants to know how your product can change their life more than they want to know how fast, big, and nifty it is. Don’t forget to use the word YOU.

Return to Overview

"The Monarch"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Reference Reliable Sources

2009-02-12T19:46:00.003-05:00

Tips for Effective Writing on the Web #8

Referencing reliable sources is always important to creating and maintaining your credibility. Make your point at the same time. For example, if you want to demonstrate how many people visit New Hampshire during the course of the year, you don’t have to quite an entire report from the Institute for NH Studies. Give your visitor the meat of the information and then create a link to the Institute’s site, and in particular the page that provides your support. Engage other sites in the process of sharing reciprocal links with you.

Return to Overview

"Ironing Use to Make Me Blue"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Titles Too

2009-02-12T19:40:00.004-05:00

Tips for Effective Writing on the Web #7

When you open a Webpage, the wording at the top of the page is the title. It is programmed into the page during its design. Most major search engines use title information as their principle source of cataloging information. Be sure to get important keywords into the title, without making it too cumbersome.

Return to Overview

"Gloriosa Mindscape"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Headlines Matter

2009-02-12T19:35:00.003-05:00

Tips for Effective Writing on the Web #6

Did you know that the headlines in a newspaper are almost always written by an Editor and not the writer? This is because Editors know how to write, but more importantly, they know how to sell newspapers. The headline of your page is the first thing that will catch the eye of your visitor. Make them interesting and they will keep reading. Bear in mind the advice about keywords above as you write your Headlines.

Return to Overview

"Winter Calls at the Summer Door"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Walk a Mile in their Shoes

2009-02-12T19:32:00.003-05:00

Tips for Effective Writing on the Web #5

It is a useful exercise to place yourself in the shoes of your potential visitors as they open their favorite search engine. What are they likely to type into the search box if they are looking for a service like yours? Program those keywords into your page. More importantly, use them in the content of your message. Weave them into your phrasing.

Return to Overview

"Leap of Faith"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Content is King

2009-02-12T18:51:00.003-05:00

Tips for Effective Writing on the Web #4

Your visitor has come to your site for a reason. Perhap to make a purchase, perhaps to find something out or to subscribe. Keep driving them toward fulfillment of their mission: Give them quick links to more information, keep them interested, invite them to drill deeper into your site.

Return to Overview

"The Artist"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Remember Your Mission

2009-02-12T18:47:00.002-05:00

Tips for Effective Writing on the Web #3

Your visitor has come to your site for a reason. Perhap to make a purchase, perhaps to find something out or to subscribe. Keep driving them toward fulfillment of their mission: Give them quick links to more information, keep them interested, invite them to drill deeper into your site.

Return to Overview

"Flying North Over Tenney Mountain"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Keep it Real

2009-02-12T18:45:00.001-05:00

Tips for Effective Writing on the Web #2

There is a rule of thumb in fundraising and development that a letter soliciting donations should have the word “You” peppered throughout it. This applies to effective Web writing as well. Make your writing more personal, as if you were writing to a friend.

Return to Overview

"Spirit Pony in the Lupine"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Give them Substance in “Web Bites”

2009-02-12T18:12:00.003-05:00

You’ve heard of “sound bites” before. It is the phrase used to describe how a political figure or a public figure phrases a message quickly. The message has substance, but they know that they have only a few seconds on TV or the radio to give you that message so they paraphrase what they want to say. Your relationship to your Website visitor is very similar to the public figure’s relationship to the camera or mike. Your visitor will give you a few seconds, but if you don’t deliver, he’s likely to be gone.

Keep your paragraphs and sentences short and interesting. Try to minimize the number of words and maximize the reach of your point. You are trying to communicate, not impress.

This does not mean that your Website has to be a vacuous lump on the Web (as so many sites are). If you want to be more detailed or flowery, go ahead, just place this content deeper into your Website. Those who want the more detailed information will drill deeper and those who don’t won’t run away.

Return to Overview

"Storm Over Smith Bridge"

Order this image as card or print, here.
Would you like to use this image as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Effective Writing for the Web

2009-02-12T17:53:00.005-05:00

10 Tips for Writing for the Web
By Wayne D. King

Writing for the Web is just not the same as writing for a publication or penning the great American novel. Let’s face it, the medium is much different. The average Web browser wants information . . . and wants it quickly. Unlike the reader who sits down before the fire with a great book, your visitor wants you to convey your message personally, directly and fast.

However, don’t get the impression that words don’t matter. In fact they matter very much. It is simply a matter of which words you choose that dictates the success of your Website.

Here are 10 tips for writing effective web copy:

Moosewood Communications Home Page

Senator King Touts Reinvestment Side of the Stimulus on Political Chowder

2009-02-12T07:20:00.000-05:00

Former Senator Wayne King, now President of Moosewood Communications, appeared this week on Political Chowder with Arnie Arnesen where he placed a heavy emphasis on the Reinvestment side of the Stimulus plan, particularly enhancing our position with respect to green energy and green jobs.

Watch Political Chowder.

Current Elements of the Stimulus Plan

2009-02-11T12:58:00.000-05:00

Here is the current mix as of today - before the conference committee begins work.

$32 billion to transform the nation's energy transmission, distribution, and production systems by allowing for a smarter and better grid and focusing investment in renewable technology.
· $16 billion to repair public housing and make key energy efficiency retrofits.
· $6 billion to weatherize modest-income homes.
· $10 billion for science facilities, research, and instrumentation.
· $6 billion to expand broadband internet access so businesses in rural and other underserved areas can link up to the global economy.
· $30 billion for highway construction;
· $31 billion to modernize federal and other public infrastructure with investments that lead to long term energy cost savings;
· $19 billion for clean water, flood control, and environmental restoration investments;
· $10 billion for transit and rail to reduce traffic congestion and gas consumption.
· $41 billion to local school districts through Title I ($13 billion), IDEA ($13 billion), a new School Modernization and Repair Program ($14 billion), and the Education Technology program ($1 billion).
· $79 billion in state fiscal relief to prevent cutbacks to key services, including $39 billion to local school districts and public colleges and universities distributed through existing state and federal formulas, $15 billion to states as bonus grants as a reward for meeting key performance measures, and $25 billion to states for other high priority needs such as public safety and other critical services, which may include education.
· $15.6 billion to increase the Pell grant by $500.
· $6 billion for higher education modernization.
· $20 billion for health information technology to prevent medical mistakes, provide better care to patients and introduce cost-saving efficiencies.
· $4.1 billion to provide for preventative care and to evaluate the most effective healthcare treatments.· $43 billion for increased unemployment benefits and job training.
· $39 billion to support those who lose their jobs by helping them to pay the cost of keeping their employer provided healthcare under COBRA and providing short-term options to be covered by Medicaid.
· $20 billion to increase the food stamp benefit by over 13% in order to help defray rising food costs.
· $87 billion for a temporary increase in the Medicaid matching rate.
· $4 billion for state and local law enforcement funding.

Understanding Why It Happened

2009-02-03T14:20:00.000-05:00

There's no end in sight on the financial crisis, but that has not kept several foundations from supporting efforts to understand how the crisis came about and ensure that it does not happen again. In the meantime, they also serve as a touchstone to the more immediate issues surrounding the crisis. We suggest that you bookmark the sites and return to them regularly to keep up with our understanding and future trends.

The Alfred P. Sloan Foundation has provided three grants totaling $1.7 million to:

The Wharton School at the University of Pennsylvania;
The National Bureau of Economic Research; and.
The Brookings Institution

Each has received funds to study the ongoing financial market crisis and to improve public understanding of economics and finance.

The Sloan foundation made an additional $1 million grant to the NewsHour with Jim Lehrer for a series of reports on the crisis, with the same goal of improving the public’s economic and financial literacy.

Wharton's Website provides timely analysis and insight into the origins of the financial crisis, how it's affecting our economy, and what we can expect for the future. Check this page frequently as news posts and information will be added regularly. Wharton School at the University of Pennsylvania

"National Bureau of Economic Research is the nation's leading economic research organization and posts working papers, data, and other resources for business professionals, public policy makers.

The Brookings Institution is a nonprofit public policy organization based in Washington, DC. Our mission is to conduct high-quality, independent research and, based on that research, to provide innovative, practical recommendations that advance three broad goals:

Strengthen American democracy;
Foster the economic and social welfare, security and opportunity of all Americans and
Secure a more open, safe, prosperous and cooperative international system.

"Sheep Parade"

Order cards, prints, posters of this image, here.

Would you like to use this image, or another, as a fundraising instrument for your nonprofit organization or school? Follow this link to learn more.

Tips for Effective Writing on the Web

2008-11-13T07:18:00.000-05:00

Tips for Effective Writing on the Web

By Wayne D. King

Writing for the Web is just not the same as writing for a publication or penning the great American novel. Let’s face it, the medium is much different. The average Web browser wants information . . . and wants it quickly. Unlike the reader who sits down before the fire with a great book, your visitor wants you to convey your message personally, directly and fast.

However, don’t get the impression that words don’t matter. In fact they matter very much. It is simply a matter of which words you choose that dictates the success of your Website.

Here are 10 tips for writing effective web copy:

1. Give them Substance in “Web Bites”.
You’ve heard of “sound bites” before. It is the phrase used to describe how a political figure or a public figure phrases a message quickly. The message has substance, but they know that they have only a few seconds on TV or the radio to give you that message so they paraphrase what they want to say. Your relationship to your Website visitor is very similar to the public figure’s relationship to the camera or mike. Your visitor will give you a few seconds, but if you don’t deliver, he’s likely to be gone.

Keep your paragraphs and sentences short and interesting. Try to minimize the number of words and maximize the reach of your point. You are trying to communicate, not impress.

This does not mean that your Website has to be a vacuous lump on the Web (as so many sites are). If you want to be more detailed or flowery, go ahead, just place this content deeper into your Website. Those who want the more detailed information will drill deeper and those who don’t won’t run away.

2. Keep it Real
There is a rule of thumb in fundraising and development that a letter soliciting donations should have the word “You” peppered throughout it. This applies to effective Web writing as well. Make your writing more personal, as if you were writing to a friend.

3. Remember your Mission
Your visitor has come to your site for a reason. Perhap to make a purchase, perhaps to find something out or to subscribe. Keep driving them toward fulfillment of their mission: Give them quick links to more information, keep them interested, invite them to drill deeper into your site.
.
4. Content is King
Remember. The average Website visitor is still connecting to the Internet with a dialup account. If your Website is filled with all kinds of cool graphics, animation and large images, many people are just going to move on before the even see your message. Unless you are speaking to an audience that you are sure employs high speed connectivity, it is best to keep the mega-giga-cool-stuff to a minimum.

5. Walk a Mile in Their Shoes
It is a useful exercise to place yourself in the shoes of your potential visitors as they open their favorite search engine. What are they likely to type into the search box if they are looking for a service like yours? Program those keywords into your page. More importantly, use them in the content of your message. Weave them into your phrasing.

6. Headlines Matter
Did you know that the headlines in a newspaper are almost always written by an Editor and not the writer? This is because Editors know how to write, but more importantly, they know how to sell newspapers. The headline of your page is the first thing that will catch the eye of your visitor. Make them interesting and they will keep reading. Bear in mind the advice about keywords above as you write your Headlines.

7. Titles Too
When you open a Webpage, the wording at the top of the page is the title. It is programmed into the page during its design. Most major search engines use title information as their principle source of cataloging information. Be sure to get important keywords into the title, without making it too cumbersome.

8. Reference other Reliable Sources
Referencing reliable sources is always important to creating and maintaining your credibility. Make your point at the same time. For example, if you want to demonstrate how many people visit New Hampshire during the course of the year, you don’t have to quite an entire report from the Institute for NH Studies. Give your visitor the meat of the information and then create a link to the Institute’s site, and in particular the page that provides your support. Engage other sites in the process of sharing reciprocal links with you.

9. Your “Webside Manner”
If you are selling products or services on your site, emphasize the personal benefits of the product rather than the finer technical details. Place the technical details on the Website, just don’t make them the first stop. Your visitor wants to know how your product can change their life more than they want to know how fast, big, and nifty it is. Don’t forget to use the word YOU.

10. Proof Read
Even the best writers have editors and proofreaders. Don’t assume because you can write will that you can also edit and proof read. Aha . . . caught you. The above sentence escaped the beeping of my sophisticated spellchecking software. So let’s try again: Don’t assume because you can write well that you can also edit and proof read. Use spell and grammar checking software but don’t rely solely upon them for proofing. Have others read your copy and don’t be defensive about it.

About the Author

Wayne King is a recovering politician, political commentator and President of Moosewood Communicaions in Rumney, NH. He blogs from his space in the Blogosphere, Unified Visions: UnifiedVisions.Blogspot.com where he advocates for a post-partisan approach to governing; and from the Moosewood Communications Blog MoosewoodCommunications.blogspot.com.

King holds a BS Degree in Environmental Conservation and a Masters Degree in Science Education from the University of New Hampshire, Durham.   A three term former State Senator from New Hampshire, Wayne King was the 1994 Democratic nominee for Governor. King is also the founder of The Electronic Community, a group of social entrepreneurs working on social and development issues in Africa under the guidance of the MaxImpact Institute.

Senator King has served on the Board of Directors of many state and local organizations: he was a founding member of the NH Community Loan Fund, and a long time member of the Common Cause NH Board of Directors. Additionally he served for almost 15 years on the board of the Northern Community Investment Corporation, one of America's foremost Community Development Corporations.

King is also an accomplished photographer. His images can be found in galleries from Maine to California. His images are a celebration of life, blending the real and the surreal to achieve a sense of place or time that reaches beyond the moment into a dreamlike quintessentialism designed to spark an emotional response. Using digital enhancement, handcrafting, painting, and sometimes even straight photography, King takes the viewer to a place that is beyond simple truth to where truth meets passion, hope and dreams. His photoblog is Photoexpressionist.blogspot.com.  

Wiring Nonprofit Organizations in West Africa

2008-02-16T19:29:00.001-05:00

Moosewood Team Launches Electronic Community Among West African Nonprofit's
Originally posted in June 1997, much has changed in the time since this was written

The temptation after a trip to Western Africa, especially for a white guy raised in rural New Hampshire, is to come back and write about life in Nigeria and other West African nations. As if suddenly one had become an authority overnight. Coming from the US, it seems easy to cast judgement and to offer advice on exactly what it will take to cure the ills of these nations. But, in truth, Nigeria and Senegal and the other nations of West Africa are far more complex, and the cultures are far too old for a simple transplantation of western values and culture. These are nations that, despite their deep historical and cultural roots and traditions - and in part because of them - must find their own way to a more decent and stable future.

Through the East West Foundation of Boston, which would be providing remanufactured hardware for our nonprofit groups and the Ford Foundation, which provides much of the funding for these nonprofits, we went to West Africa to examine the state of telecommunications infrastructure and the possibility of connecting about 40 nonprofit organizations (called non-governmental organizations or NGO's there).

Nigeria is not for the faint of heart. 15 minutes north of Lagos on the way to Ibadan State the Moosewood team saw the decapitated, naked body of a woman on the side of the road. Clearly she had been thrown from a car and left there. The driver casually turned to us and said "yeah, it takes them a few days to pick those up". If we hadn't realized it before, we now knew that we "weren't in Kansas anymore"

Despite this hair-raising beginning to the trip, most of the rest of our mission was free of incident and we found the country to be interesting and on the verge of exciting changes. Telecommunications systems (telephone pole pictured right), particularly in Nigeria, were less than adequate for electronic communication. Other infrastructure issues, particularly the availability of reliable power, also presented considerable challenges. But the possibilities for improving the lot of average Nigerians by helping these organizations get connected to the internet is too compelling to allow such obstacles to deter action.

The military government of Nigeria controls the power system - Nigerian Electric Power Authority, PLC. Its acronym, NEPA PLC, is humorously said by Nigerians to stand for "Never Expect Power Always, Please Light Candles". It is an appropriate assignation of meaning to the acronym. All over Nigeria, and to a lesser extent in Senegal, power failures and brownouts are a regular ocurrance. Businesses must invest in backup generators - which more often than not are their principle source of power for electricity.

One can best understand the conditions under which these nonprofits work by taking a closer look at one of them. In Ibadan State about one hour drive north of Lagos (not accounting for the military road blocks every 15 minutes) a small group of people labor to bring social services to the people of the area. COWAD works to provide a range of services from AIDs education to community enterprise development. With 15 employees, COWAD represents an average size NGO in Nigeria. Their office is comprised of 4 rooms in a modest building with no telephone line and power that is available on a sporadic basis. They have the funding for a telephone line but have been waiting for months for someone else in the area to give up their phone service so a line is freed up for their use. During those few hours every week when the Nigerian Power system is operating, staff of COWAD power up their one and only 286 DOS based computer and attempt to write reports on their progress and communications with grantors. COWAD employees represent the heroism of nonprofit workers all over Western Africa. Every day they labor under intense heat without the benefit of any of the amenities that we take for granted in the United States. They are the leading edge of a wave of change destined to sweep through Western Africa.

During our trip we met with approximately 40 NGO's ranging from those working on environmental protection issues to those engaged in sociological research. Each struggled with the realities of life in Western Africa - disease, poverty, environmental degradation - and each faced its own set of unique problems and circumstances. As a student of history, I could not help think of the similarities between the Nigeria of today and our own country during the Progressive era of the early 20th century. It was at that time in our own history that these sorts of groups began to form to address the same sorts of ills. . . including the cleanup of our own political system.

The similarities between the US of the early 20th Century and Nigeria today are actually quite startling - though the absense of a constitutional framework through which to address these problems creates additional difficulties. Corruption of public officials (it is said that Nigerian public officials in the past have had "coming out" parties to announce to their friends that they have "made" their first billion) ; abundant resources being squandered to line the pockets of the powerful few; and an almost non-existant middle class, necessary to provide stability to the economy and political structure. Small wonder that Nigeria's recent past is filled with upheaval and the ebb and flow of democratic principles.

Participants on this trip included Philip K. Bates III, Network Administrator at the University of California, Santa Barbara. Bates, an old friend from UNH, whom I had the good fortune to run into on a recent trip, brought the technical expertise needed to evaluate Internet providers (what few exist) and make determinations about the level of comuter power necessary to adequately assist these struggling nonproft organizations; Myself, a generalist, recovering politician and principal in Moosewood; and Dr. Chidi Nwachukwu a Nigerian born American citizen who brought a political and social saavy borne of the trials of his youth and his passion for Nigeria's people. Nwachukwu, who runs a company in Milwaukee, WI, is deeply involved in the movement to bring economic and political vitality to Africa. The addition of him to the team gave it the depth needed to truly fulfill our mission.

In addition to the serious infrastructure deficiencies, the range of sophisticatoin of nonprofit organizations created a unique set of circumstances for the Moosewood Team. Ultimately it was decided by the team that the goal to be established would be defined as the creation of an electronic community among Ford grantees. A community that time, distance and other unique problems makes nearly impossible, but is achievable through the miracle of modern technology. This electronic community will be achieved by the creation of a ladder onto the internet for Ford Foundation grantees.Those grantees beginning at a lower level of proficiency or facing extensive infrastructure problems will be provided with a computer and training aimed at familiarizing them with the technology. Additionally, they would be assisted in the creation of a plan for achieving connectivity. For those already reasonably computer literate and having adequate infrastructure to begin connecting with email, a second rung would be created on the ladder with commensurate training and hardware. Finally, for those with the highest level of proficiency and good infrastructure, a top rung to the ladder is created comprised of hardware, software and training allowing them full use of the resources of the internet.

Moosewood's report to the Ford Foundation envisions a day when, by the creation of a ladder to the internet, all West African Ford Foundation Grantees can communicate electronically with one another and with other organizations throughout the world who share their problems or can provide unique approaches to resolving those problems. The Team envisions a day when West African NGO's with the assistance of the Ford Foundation will join together in electronic rooms to conference and communicate, or have the opportunity to speak with an expert in their field from across the globe without the cost of travel.

Needless to say, none of this could occur without the possibilities created by electronic communication. But, neither could they occur without the boundless energy and enthusiasm of the people who have made these organizations effective without these benefits. These recommendations seek to increase the reach and effectiveness of every one of those people with the knowledge that the small ripples of heroism performed by them will one day become a mighty wave of change sweeping through West Africa.

The Moosewood team will be working over the next few months to oversee the remanufacture of equipment by the East West Foundation in Boston. Following the shipment of this equipment the Team will be returning to West Africa in April for 3 weeks to train the organizations and to work with the next target group of nonprofits.

"Carrying the Nets"

Order this image on cards and prints, here.

Use this image to raise funds for your nonprofit organization, click here.