The idea of improving access to your services by allowing others to embed your services into their own websites is becoming more and more common. I've just been across to the 'Journey Planner' section of the 'Transport for London' website and spotted a 'Add us to your website' link. See the bottom left of the screen grab.

This is the same approach that we are using to improve access to our Experts Online service by allowing others to add the service to their own websites.

See: Essex Rural Partnership; Bedfordshire Rural Affairs Forum; Rural Focus Magazine and The Commission For Rural Communities.

How does ruralnet|online help ruralnet|uk achieve its mission? Our mission card is to the left - click on it to see it full size. We are an umbrella organisation that supports others in what they want to do. We don't dictate what happens we just help people achieve the goals they have set themselves. We may also have an influence on what people do and we may be a catalyst for local action. However, we achieve the latter by exposing people to ideas that others have had or by raising awareness of what others are doing.

In short we are a networking organisation specialising in linking people up and enabling experience, knowledge and information to flow. We also deliver services ourselves but these are, as one of our users described, "always there but unobtrusive".

Beth Kanter who I met at last year's Circuit Rider conference in Birmingham is a must read and posted an excellent article recently about Social Network and non-profits.