A recent article in Philanthropy Journal described how nonprofits are using new media to engage constituents.  Major points:

• delivering information to cell phones will become increasingly popular
• using available web technology instead of ‘custom’ applications for needs that are not really unique
• through web based products, nonprofits now have access to the same technology as for-profits
• social network / viral fundraising can be done by allowing constituents to promote causes on their own web pages
• even small nonprofits can reach a large audience through technologies such as YouTube
• nonprofit staff responsible for information technology, communications and marketing tend to drive their organizations’ social-network campaigns rather than traditional ‘fundraising’ staff

Overall, while the tried and true ways to raise money and engage constituents still have value, it is the nonprofits that take advantage of the new strategies that will benefit the most.  Katrin Verclas, leader of the Nonprofit Technology Network which I’ve been involved in for years, says that organizations need to “learn to adapt to ways in which people are now expecting to participate.”

I think the most interesting observation is that fundraising is now a joint effort of multiple departments, not just the ‘development’ staff.  As a current member of an IT group who spends most of my time advising staff on how to do online fundraising, this is clearly a valuable direction for nonprofits that are still relying on more ‘traditional’ techniques.