The  Non-profits  that  successfully  integrate  Web  2.0  tools  and  techniques  effectively  into  their  communications  and  programming  strategies  are  showing  signs  of  breaking  away  from  the  pack  and  reaping  the  many  benefits  Web  2.0  has  to  offer.  They  do  not  necessarily  raise larger  dollar  amounts  than  others  but,  the  Web  2.0  enabled  organizations  are  reaching  large  amounts  of  new  potential  donors,  particularly  younger  groups,  and  laying  important  ground  work  for  the  next  generation  of  philanthropic  supporters.  

Web 2.0 Adoption  Challenges

When  it  comes  to  putting  web  2.0  opportunities  into  practice  in  the  humdrum everyday  nonprofit  work,  most  non-profits  must  deal  with  adoption  issues,  as a recent  study  from  the  Overbrook  Foundation  has  shown.  

In  spite  of  the  popularity  of  many  Web  2.0  tools  like  social  networking  and socialized  media,  a  lot  of  nonprofits  are  just  embarking  on  the  early  stages of exploration;  some  are  even  paralyzed  by  unanswered  questions  or  concerns, a  lack  of  knowledge  or  skills,  concerns  about  control  of  branding  or messaging,  or  others  simply  do  not  view  web  2.0  as  a  priority.  Many organizations  feel  pressured  to  adopt  these  tools  or  see  Web  2.0  as  a  trend that  will  go  the  way  of  the  dodo.  

Some  nonprofits  feel  that  they  need  to  adopt  a  new  way  of  making  their allies the  carriers  of  their  message,  and  their  mission.  To  help  make  this  shift happen,  there  is  a  need  to  educate  more  nonprofits  about  what  potential Web  2.0  tools  offer  to  them  and  the  most  practical  ways  to  get on  the  bandwagon. It  took  years  for  many  organizations  in  the  nonprofit  world  to  change  from faxes  to  using  email  and  it  will  most  assuredly  be  the  same  when  bridging the  gap  from  Web  1  to  Web  2.0.   

Those  organizations  that  have  successfully  answered  the  question  and  found out  why  Web  2.0  is  so  important  are  now  starting  to  grapple  with  the following  questions:  

Even  though  there  is  a  small  and  fast  growing  number  of  nonprofit  staffers experimenting  and  sharing  wisdom  about  these  tools,  to  learn  about  the  web 2.0  world   and  feel  capable,  more  nonprofits  need  to  experience  it  hands  on. The  first  step  is  using  and  getting  comfortable  with  the  new  world  of  Web  2.0 tools;  and  carry  out  a  few  low  risk  (short  term)  trials.  

In  the  long  run,  nonprofits  should  think  long  and  hard  about  integrating  new roles  and  expertise  into  their  organizational  job  descriptions  like  internet marketers,  buzz  marketers,  and  others like GutZy Women LLC. They  should  also think  critically  about  unique  volunteer  opportunities,  for  example  recruiting  a Social  networking  intern  from  a  college.