Introduction
Websites for People-Based Change is a comprehensive manual by Tectonica covering how to build websites that truly advance your mission through engaging your community.
In this article we provide an excerpt from Part 1 of the manual. You can access the full manual on the Tectonica website: Websites for People-Based Change.
Contents
1. Websites Still (Help) Change the World
- 1.1 The Main Contact Point
- 1.2 Presenting Your Organization in Full
- 1.3 Your Organization’s Own(ed) Digital Platform
- 1.4 Strategic Relationship Building
- 1.5 Building Exponential Power with Limited Resources Through Collective Action
- 1.6 Design for Emotional Resonance and Vision
- 1.7 Creative for Transformation: Purpose, Participation, and Connection
2. How to Make Websites for Social + Political Change
- 2.1 Your Website (In Every Way) Serves a Strategic Purpose
- 2.2 What your Website Can / Should Do for Your Organization
- 2.3 Getting the Design To Work for Your Organization
- 2.4 Maximizing Website Architecture: User Paths to Engagement
- 2.5 Making Your Site Effective: Prioritizing, Reducing, and Ordering
3. New Opportunities Arising
- 3.1 Interfaces and User Experience
- 3.2 Development And The Role Of The “Expert”
- 3.3 Under the Surface, Or What Can We Expect Next
4. Tectonica’s Process: Crafted for Collaborative Web Builds
- 4.1 First Things First
- 4.2 Strategy In Every Step of Our Process
- 4.3 Solution Design – For Both Your Team & Your Supporters
- 4.4 Launch and Post-Launch Support
5. What to do now
Excerpt
Websites Still (Help) Change the World
Websites change everything. Still.
Well, technically, people do. But websites don’t get their due credit in helping these days.
It’s a bit weird to be writing about websites in 2024 with such bold claims. Is there anything about websites by now that hasn’t already been said? It certainly doesn’t seem to hold the excitement of being the ‘new’ thing. And some question even if they have value at all. We are here to make the argument that not only are websites still highly relevant, but when done correctly, they remain one of the most important tools any organization can employ for supporting people-based change.
We are also going to dive into the difference between an online placeholder site (done simply to avoid raising eyebrows at the non-existence of a web presence), and the potential of what a site could be doing for your organization: holding a real role in your theory of change and impact in advancing your mission. We will show some of the very unique processes we have developed here at Tectonica and why our web work is truly different.
We know what you are thinking. Likely some variation of:
- “Websites, really?”
- “That’s so 2005.”
- “You mean that thing my 11 year old nephew did on Wix overnight?”
- “Beyond having something, does it really matter these days?”
We too have had our moments of skepticism. Many times we have discussed if we should stop offering websites design and development as a service – especially over the years as our agency became more focussed on people-based strategy. Many similar agencies have actually opted to drop the service or, at a minimum, outsourced their design and development, over keeping them in house. From the agency side, website work is classically low margin, without glory, involves risk, and because of the high level of cooperation required and tendency to underestimate the level of complexity, often involves conflict with clients over scope.
These challenges of the services, however, are not signs of how unimportant the work is, but a symptom of the disconnect between the expectations of their value (isn’t everything online easy after all?) and the actual underlying value to the organization (which is often discovered mid-build after budget and scope agreed). There is a reason, unlike other digital services, why the work needs a close collaboration between vendor and organization – because the work is deeply representative of the organization. It simply cannot be left to someone outside the agency to do as they please without true knowledge of the organization – its inner workings, its value, how it wants to represent itself.
All the same, that nephew who really did an ok job on their Wix site for their high school project, is very unlikely to be able to develop anything that will actually push your organization forward. It’s not your nephew’s fault. In reality, a one-person web build is extremely difficult.
Web work in fact, sits at the intersection of creative, technology, and engagement of supporters. A website serving its full potential for an organization, has elements of serving the org for communication, mobilizing, and organizing.
To truly do this with effect, requires a tight knit team of specialists, whose work is pulled together by a clear strategy for the web’s strategic role for the organization.
There is a reason why one of the first functional things those starting an organization will do is create a website. (And yes, you can create a website easily. But you cannot create one that will serve its purpose to propel the organization towards its mission, without significant thought, specialization, and development to make the site a functional tool for its role in catalyzing the work of the organization).
While a website alone won’t change the world, it would actually be difficult for an organization to complete its world-changing potential without a strategically functional site.
Digital Advantages and Limitations
Websites are a purely digital space and the considerations of advantages – such as better accessibility, connecting across geography, and increased scalability (see “Digital campaigning – scam or superpower?”) – and limitations of digital (see “If We Can’t Sing Together (Online), How Can We Organize”) should be considered as with all digital methods.
Websites for Social and Political Impact
Websites are still relevant. And maybe even more so for organizations seeking to create change through the power of people. We identified seven principle keys they hold to catalyzing social and political impact:
- The main contact point between the organization’s work and the public.
- The one place where your organization is presented in full.
- The only digital space completely under the control the organization.
- Deepening relationships through strategic journeys.
- Leveraging limited resources for greater impact through collective action.
- Design resonates on an emotional level and communicates a vision of a better future the organization seeks.
- Creative inspires on a transformational level – bringing people together to participate in change by connecting with a deeper purpose.
We will explore these keys below.
1.1 The Main Contact Point
Your organization’s website is the main contact point between your internal work and the public, including supporters, constituents, and the broader community. It is the most consistent and comprehensive place where these two worlds meet. Even when other touchpoints—like social media or email—come into play, the website remains the central hub that ties everything together.
There is no other place like this. Your website is the essential 24/7 contact point where people find, learn about, engage with, sign up for, and continually return to meet the internal work of your organization. It’s where your mission comes alive, and where people connect with your vision on their own terms, any time, any day.
If people are the key to change, then your website is the most important place for making that connection. Without it, your organization is isolated in its own world, limited to the impact of its staff alone. But with a website as this ever-present gateway, you unlock the potential for transformative change by consistently bringing your mission and your audience together in one unified, controlled space.
1.2 Presenting Your Organization in Full
Your organization’s website is the one and only place where your organization can present itself in its entirety to the outside world. While individual relationships can be formed through personal encounters or other digital touchpoints like social media, it is on your website that the full picture of your organization comes together. Here, your mission, values, history, and goals are cohesively communicated, offering a complete and unified narrative that shapes how the public, constituents, and supporters perceive your work.
Unlike emails, social media posts, or advertisements—each offering just a slice of your identity—the website is where your entire story is told. It is the place where your organization speaks with a unified voice, ensuring that the message is clear, consistent, and fully within your control. The relationship between your organization and the public, which is essential to creating meaningful change, is most broadly and deeply established through this platform.
No other medium allows you to present your organization in such a comprehensive and current way. While other methods, like annual reports or public events, can offer snapshots of who you are, they lack the dynamism and accessibility of a website.
Your website is not just a digital storefront; it is the living, breathing embodiment of your organization’s identity—accessible 24/7, constantly evolving, and critical to building trust, credibility, and lasting relationships with those who will be the base of the people-powered change you seek.
1.3 Your Organization’s Own(ed) Digital Platform
Your website is the only digital space where your organization has complete control—unfettered by the constraints and shifting landscapes of Big Tech platforms. In an era where social media giants and other tech companies frequently change algorithms, policies, and even what content is allowed to be seen, your website stands as a stable, resilient platform that you own and control – limited only by that which is possible with the technology.
Unlike social media or other third-party platforms, which can arbitrarily alter how and when your message reaches your audience, your website is entirely in your hands. This is especially concerning as we see more and more progressive organizations shut out of and controlled within digital spaces such as social media (examples of discrimination against racial justice, LBGTQA+, and environmental activism abound).
This autonomy is crucial—not only for maintaining a consistent and authentic representation of your organization but also for ensuring that your strategy is driven by your mission, not by the whims of external entities and market forces.
Moreover, when paired with your own CRM, your website offers full ownership of your data. In a time when concerns over privacy and data misuse are at an all-time high, the ability to securely manage your supporters’ information is invaluable. On your own platform, you control the relationship with your supporters—collecting, storing, and using data in a way that aligns with your values and complies with privacy laws. This level of control is simply not possible on platforms owned by Big Tech, where data is often harvested, shared, or even sold without your consent.
The website also allows you to integrate all your digital tools—such as your CRM, fundraising systems, and communication platforms—into one centralized hub. This not only streamlines your operations but also ensures that every aspect of your digital strategy is working in harmony toward your organizational goals.
By maintaining a digital platform that you fully control, you safeguard your organization’s integrity, protect your data, and build a stable foundation for long-term impact. In a digital landscape dominated by external forces, your website is the one place where you are truly in charge, free to shape your strategy and build relationships on your own terms.
1.4 Strategic Relationship Building
Websites play a crucial role in advancing your organization’s mission by becoming a place to create, develop, and nurture deeper, more personal, and engaging relationships with your supporters. Whether serving as an action center, a digital home, or an engagement hub, your website acts as a central node where communication, mobilization, and organizing intersect. The key to maximizing this impact lies in how you design and structure the site to meet strategic goals.
A well-crafted website is not just a static resource; it’s an evolving platform that facilitates ordered strategic experiences, leading specific audiences to specific goals. This goes beyond merely introducing new visitors to your organization—it continually engages existing supporters, fostering deeper relationships over time. By integrating mobilizing and organizing tools directly into the website, you ensure that every interaction serves a purpose in advancing your mission.
Websites also tell the story of your organization’s theory of change, illustrating the tangible impact of supporter participation. In an era where organizations are vying for attention and commitment, a strategically designed website offers your supporters the clarity to see their role in the change you’re striving to create, empowering them to act.
The most powerful websites are built to create meaningful journeys, functioning as meeting points where the organization’s voice resonates throughout its community of supporters. They are not merely tools but living entities that grow, adapt, and evolve alongside your organization, serving as civic spaces where supporters can exercise the start or continuation to meaningful participation in an accessible way.
Your organization’s website can be customized and personalized, offering segmented and targeted interactions, empowering user-generated content, and facilitating two-way communication. These elements enhance the strategic relationship by making the supporter experience more tailored, interactive, and engaging. As a secure and trusted space, your website also integrates seamlessly with offline efforts, ensuring that digital engagement translates into real-world impact.
In a world that is continuously eroding third spaces—those places where people can gather outside of work and home—your website recreates and revitalizes these crucial environments. It becomes the one place where your supporters can find a community of like-minded individuals and participate in collective action.
1.5 Building Exponential Power with Limited Resources Through Collective Action
At the heart of any organization’s mission is the power to create change—and that power is exponentially greater when built through collective action. Your website is a critical tool in this process, enabling you to leverage limited resources for far greater impact. We know you are a small team trying to do big things and taking on big foes. For every organization we have ever worked with, this is the case. By bringing together supporters, constituents, and allies in a unified digital space, your website amplifies the power behind people by supporting their transformation into a powerful collective force. (For more on why collective action is exponentially more powerful than the sum of its parts, see “The Organizing Equation.”)

Social, economic, and environmental justice organizations by definition face opponents with far greater resources, as they are challenging unjust power differentials. The environmentalists will always have fewer resources than the oil companies. The ability to maximize impact with fewer resources is essential. Your website helps facilitate just that.
By centralizing communication, activating supporters, and facilitating real-time collaboration, your website acts in part as a catalyst, generating a power input greater than the sum of its parts, by coordinating and mobilizing collective action. This multiplier effect, driven by strategic digital engagement, ensures that even a small team with limited resources can achieve significant, scalable impact—pushing your mission forward in ways that would be impossible through isolated efforts alone (learn more about the potential benefits of a website that can support your staff instead of taking work from then in the section 2.5.3 From staff that works for the website, to a website that works for your staff)
And while it might not be ideal to have your cousin design your website (see all the reasons in the next section), the impact that can be catalyzed from a well-designed website can be much greater than the resource investment—especially when the website is designed to bring people together, build power, and drive collective action.
1.6 Design for Emotional Resonance and Vision
People create real change. More specifically, people’s actions. The first job of any organization is moving people to action and to do so beyond mere transactional means (providing some form of compensation or value for them), is to inspire them through the creation of vision.
The role of design in websites is crucial, and provides a huge opportunity for propelling a transformational approach. Design is not just about aesthetics; it is a purposeful tool that resonates on an emotional level, conveying the deeper meaning and future vision behind the purpose of your organization – and thus, plays an essential role in uniting and moving people to action.
In our work, we understand that design sits at the intersection of the myriad of elements juggled by progressive change-makers. It plays a crucial role in optimizing communication, catalyzing social momentum, and creating emotional resonance across supporters and political agents.
Design isn’t simply about what looks good; it’s about creating a feeling that connects and inspires people to do good.
Visuals Must Communicate the Underlying Meaning
Your organization’s website is more than a digital space; it’s the digital home that harbors and protects your values, mission, and vision beyond the written description of these elements.
Design communicates more than language ever can. It triggers a response based on subtle cues, symbols, and elements that might not be consciously noticed but are deeply felt. People understand and judge your organization by the feelings and experiences evoked through design, often within seconds of landing on your page. Trust of the organization itself is judged predominantly through the site’s design. In one well know study, they found:
“[P]articipants reliably decided which homepages they liked and which ones they did not like within 50 [milliseconds”
The right design choices can pull together different symbologies and languages, placing them into a context that resonates with your audience’s expectations and memories.
The subtle choices of visual elements for your website must align with these goals. For example, when working with a large political party, we were asked to design a page projecting their leader as a movement of the people. The initial imagery they first provided to us—a solitary figure against a blank backdrop—failed to capture this message. We insisted on using images that showed the leader in action, engaging with people, which better communicated the intended message.
The Resonance of Hope

Many people perceive a limited amount of references in Shepard Fairey’s Obama Hope poster (most commonly, pop art), but in reality, there is a myriad of referential codes in action in that piece. For instance, Obama’s expression conjures a resonance with Kennedy’s famous portrait of the late president looking up”. All those codes are not necessarily interpreted altogether consciously, but they do operate across several audiences.
As well, design unifies the identity of your organization. It brings together the various elements of your mission, values, and vision into a cohesive visual and functional identity. This unity is essential for projecting a strong, clear message to your audience, ensuring that every interaction they have with your organization is consistent, meaningful, and aligned with your overall goals.
Movement Design vs. Commercial Design
Not all designs are the same. There is a significant difference between movement design and commercial design. The underlying value in which design serves for commercial and marketing purposes is actually different from a broader and distinct role it serves in movement design. It’s not simply a matter of differing applications.
Commercial design is transactional; it targets an audience to influence them towards consumption. Movement design, however, is transformational. It understands that people are not consumers of democracy—they are agents of it.
This means that design must do more than just influence; it must inspire action, participation, and collective engagement. It is not unidirectional but relational.
In movement design, it’s the relationship between the design and the audience that gives the former life.The relationship between the designer and the viewer is one of agency and the role of design reflects this increased role. Design in this context serves transformation—it creates a vision of a shared purpose, connecting the organization and its supporters to a higher cause.
That said, not all political design is movement design.
Political design that is transactional and treats its audience as mere targets and politics as merely an act of consumption through the influence of aesthetics is itself just propaganda. It intends to indoctrinate rather than inspire.
By contrast movement design imprints a shared higher purpose – the basis for transcending the transactional and inspiring action. By using design to articulate your organization’s vision, you bring people together around a shared purpose, building the collective power necessary for meaningful change.
Inclusivity and Accessibility in Design
There is no work for social, economic or environmental justice that can succeed without those most impacted by the injustice as active participants in creating change. Beyond mere token representation, true change comes from centering the work of organizations within communities as the core drivers of the change. Paradoxically, those most impacted by these injustices are also often the most challenged to participate – as their limitations of resources such as time and money serve as major barriers to that which they can offer. Reducing these barriers by creating higher levels of ease of entry and accessibility is essential.
Inclusivity is another crucial aspect of design. It’s about making sure that your website is accessible to everyone, especially those who might have limited resources. A well-designed website considers users of all abilities, ensuring that it works effectively for diverse groups, including those with limited bandwidth, older technology, or lower levels of digital literacy.
Inclusivity is not just an add-on; it’s integral to creating a space where all individuals can engage with and contribute to the organization’s mission.
1.7 Creative for Transformation: Purpose, Participation, and Connection
Creative work is the lifeblood of any organization’s ability to connect deeply with its audience and inspire meaningful action. While design provides the framework—the structure, layout, and visual identity—creative is about the substance that fills that framework.
It’s the storytelling, visuals, and messaging that bring an organization’s mission to life.
Where design sets the stage, creative delivers the performance that captures hearts and minds, driving them to engage and participate in the organization’s vision.
At the core of any successful creative strategy should be the articulation of the purpose of the organization. Furthermore this purpose informs and permeates every element of the organization’s messaging and engagement strategies. Whether it’s a compelling narrative, a striking image,a powerful call to action, a strong video, or a piece of infographic, every piece of creative work must resonate with this purpose, ensuring that the organization’s mission is consistently reinforced across all channels.
Crafting and communicating an organization’s narrative is one of the most powerful aspects of creative work. This narrative goes beyond simple storytelling; it is the articulation of the organization’s Theory of Change, its role in the broader historical context, and the specific impact it seeks to achieve.
Through creative storytelling, the organization’s mission becomes not only understandable but deeply relatable, turning abstract goals into tangible, inspiring visions that motivate and engage audiences.
A unique strength of creative work lies in its ability to envision and communicate possible futures—futures that could be realized through the organization’s efforts. Creative work isn’t just about portraying what the organization is today; it’s about projecting what it could become with true support. This involves presenting a promise of the future, one that resonates with the audience’s values and aspirations, and that inspires them to see themselves as part of that transformative journey.
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About Tectonica and the Tectonica Organising Network (TON)
Tectonica is a movement building agency with a mission to create a seismic shift in the way politics are done, through innovations that empower social, economic, and environmental justice movements. With a broad array of strategic, creative and technological services, their work helps organisations, political parties, candidates and unions unlock transformational opportunities, build movement infrastructure, and run successful social and political campaigns rooted in people-power.
As part of its social mission, Tectonica hosts the Tectonica Organising Network (TON) – a community of progressive campaigners working and innovating to win social and political change through people-based power. The community is a centre for best practices, resources, learning, and sharing. People can join here.
Explore a collection of Tectonica’s resources in the Commons Library.