Hot … Or Not? My Predictions

NOT
Podcasts: These are on their way out because everyone is watching YouTube!

HOT
Multichannel Marketing: Nonprofits that coordinate their marketing and fundraising across the Web, direct mail, telemarketing, DRTV and in-person activities will build stronger relationships with constituents and raise more money. Creating the right incentives is not easy — some nonprofits will have to rethink their organizational structures and methods for budgeting and goal setting. But effective multichannel marketing is red hot and will lead to engaged constituents, improved retention rates and higher lifetime value for your donors.

NOT
Organizational Silos: Many organizations struggle to coordinate their communications across departments (e.g., development, communications, advocacy) and channels. You know what the result looks like: Departments manage separate contact lists, and they contact constituents separately with uncoordinated messages.

HOT
Second Life: I won’t pretend to understand it, but Second Life is hot. Individuals and corporations are investing more and more time creating a second economy in this virtual world. The American Cancer Society already is raising real dollars through its Second Life Relay for Life event.

NOT
Getting Married in Second Life: Your first-life wife might not appreciate this.

HOT
Virtual E-commerce: Adopt an acre, save a wolf, send a cow to Africa … there are so many things you can adopt these days. And folks around the country are loving it! Sure, the wolf is never delivered to your door, but you might get a stuffed animal. The virtual adoption concept appeals to many and takes a creative spin on the world of e-commerce.

NOT
Traditional E-commerce: There are only so many mugs and T-shirts you can sell online. Branch out to virtual e-commerce or a hybrid to make your offer unique and appealing.

HOT
Text E-mail: Yep, e-mail continues to be a great way to communicate in a targeted way (and will continue to be for years to come) and is an essential element of an effective online program. With all the activity on the Web, e-mail represents your best opportunity to focus your constituents on your cause and engage with them.