As of November 4, 2008, the future of non-profit fundraising has been sealed: it's on the web. I am sensing a frenzied agitation and excitement amongst business leaders who are CRAVING the type of raging success demonstrated by Obama's online fundraising campaign, and it's reaching a frightening level of hype.

I am feeling the frenzy too. I'm reading The World is Flat right now, and it's making me realize that there are trends well underway that I should have been aware of at least 3 years ago. All non-profits need to be actively pursuing a strong, thorough strategy for the web, tightly integrated with ALL other communication tools the organization is using. It can't be ignored anymore.

The web is both attractive and urgent right now, but we need to maintain temperance and caution in any strategy we pursue. Of course it's the future -- it has been for years. But let's not be rash about it. Here are a few rules to help us keep our heads on straight:

1. SOFTWARE IS NOT THE ANSWER

There is absolutely no point in buying an expensive donation management system if you have no internal strategy behind it. If you're investing in your online giving technology, please, please, please make sure that your staff know what to do with it: does it integrate with your donor database? Does it issue tax receipts? Is the transaction fee reasonable? Have you shopped around to compare services and features? Have you looked at the free and open-source alternatives? Do not swoon at the first software salesperson that comes digi-knocking.

2. PEOPLE ARE THE ANSWER

Even as we explore all the different Web 2.0 tools, online giving options, and social networking sites, one fact remains unchanged: it's the people behind these things that make them work. Never lean on Facebook to deliver results: it's not a machine made up of parts, but of people and faces. People who are passionate about your cause will do more to promote you than your constant Twittering and YouTubing will ever do. Make sure you show them love.

3. GET EXPERTS ON BOARD

Hire a social media expert for your Development Department, and do it this week, if you haven't already. Hire somebody who know about the web, who knows social networking, and who is involved in the culture of the web -- and hopefully, somebody who knows about ROI, too. Trying to craft a viable online strategy if you don't even know about RSS is pretty risky, and you won't get the same kind of support and insight by outsourcing this kind of work.

4. IT'S YOUR CAUSE, NOT THE COMPUTER

The web is not "easy money." Yes, transactions are quick and simple, but people only give when presented with a cause they connect with. Please, learn from Obama, because his team used the web brilliantly, but don't fool yourself: his success is only 10% due to the technology, 90% due to other supporting factors, such as:

- A compelling personal narrative

- A well-controlled brand

- A captive nation-wide audience and presence on every single media outlet for the past 2 years

- A role of historical significance unparalleled in America's recent history

...to mention only four factors.

You've got more work to do than just "get up there" on the web. It's wonderful start, and by all means, run with it, but don't forget to be a well-rounded organization.

5. THE WEB IS WORTH INVESTING IN

As a direct counter-point to Rule Number One, sometimes you have to pay for services and software if you want to do the job well. Assuming you've done your homework and checked out the existing free or low-cost options, don't be afraid to part with some serious cash if you're getting a good product. Do the math, do your homework, and make sure that you're going to be getting an adequate return on your investment...then pay up.

6. JUST DIVE IN

Go to http://search.twitter.com and type in your organization's name. Read the results: that's what people are saying about you right now on Twitter. You don't have to stay on the outside looking in: you as an organization can start participating in that discussion within minutes.

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Non-profits have a lot of catching up to do regarding how to use the web, so let's go, and let's move fast. But along the way, don't be stupid about budgetary and strategic decisions, because we can do this right, or we can waste a lot of time and money. I'd prefer to see us do it the first way.