Second, I agree that the jury is still out on impact of web 2.0 tools. Here’s the thing I was trying to get across in that article: there’s a whole bunch of stuff — like hiring and designing outreach materials — that folks in social change organizations are doing now. Web 2.0 technologies can help them do those things — mainly by adding decision points. In that way, hiring is hiring and web 2.0 stuff gets added next to “Craigslist” in the bag of tricks.

I agree, though, that the ability to use them effectively for impact is very difficult to measure.

I too think the jury is still out. But I recall that around the 9/11 event when web giving really came into its own, the jury was still out as to whether or not online giving was going to be a viable focus for any organization. I think there is enough concencus now on that issue.

The thing that non-profits need to remember is that it is not the technology but the message that matters. The technology should only be a conduit or medium for disseminating their message. If their message is relvant, it will have the desired impact.

Just my two cents worth. Keep up the good discourse.