Imagine you're going on a trip - maybe a much-needed vacation. You've packed several outfits, gassed up the car, asked the neighbors to water your plants, and you're ready to go. You happily start to drive away only to realize you have no idea where you're going. Did you pack appropriately? Do you have enough money? Are you even heading in the right direction?

There has been quite a bit of coverage about Susan G. Komen for the Cure’s decision to partner with KFC on a cause-related marketing campaign called Buckets for the Cure. For every pink bucket of chicken purchased, KFC donates $.50 to Komen, with a total fundraising goal of $8.5 million. Cancer survivors and foundation supporters are up in arms over this partnership, citing issues such as the link between fast food and obesity, which has been linked to cancer.

For first response and aid organizations, mobile giving is a boon to their ability to assist those in need. A local group based in Bellevue, Wash., the Mobile Giving Foundation, has processed tens of millions of dollars in donations for Haiti earthquake relief efforts. The beauty of this service is the ease with which people can support a cause—from anywhere that my phone gets mobile service, I can donate to any nonprofit set up to receive this type of giving. Did I mention I don’t have to get out of my chair to do this?

In the marketing business, it is not uncommon to hear clients say, “We already know our customers.” But is that really the case? Often it is not. The first step in any good communications program is research, and brand perception is at the top of the heap. Before you can inspire your clients, customers, donors, supporters, etc., to take the action you’d like them to take, you have to know what they think of your organization.

Social media is a dream come true for nonprofit organizations that have limited budgets with which to undertake marketing and fundraising activities.