The Great Schlep

This site isn’t big; wasn’t expensive to build; and doesn’t use every possible widget, gadget or tool. Leveraging connections and staff mojo, thegreatschlep.com was built (and the video produced) for less than $50,000 and brought in more than $250,000 in less than four months. It’s a relatively simple site built for a specific audience that includes only the content it needs to take action.

The Great Schlep demonstrates the power of the Web when an organization is willing to take risks and, perhaps, piss off a few people in order to create real change. FS

Sarah Durham is founder and principal of New York-based consultancy Big Duck. Reach her at sarah@bigducknyc.com