My dad tweeted during the half-marathon in Nashville yesterday.

I'm starting to talk about social media more and more. Whether I'm presenting to nonprofits on what it is and how they can reach Generation Y with it, or I'm lecturing to future ministers about it, it's taking more and more of my time.

And all this is fine with me. Because I'm developing a reputation, and that reputation can get me on TV, which (hopefully) grows my personal brand as someone who can help people understand and use these tools to make the world a better place.

One thing I'm learning in all of this is that people have a particular outlook that has a direct effect on how willing they are to use these tools. And for me, people consider social media to either be an asset or a liability.

Want proof? Watch this video of my recent appearance at a call-in show here in Nashville. I see social media as an asset - something to be used or leveraged in order to create value. The other participant views it as a liability - something to be used sparingly and carefully, unless you want to have a mess on your hands.



Most nonprofits I speak with initially view social media as a liability. They're immediately concerned with privacy issues and control. But, those who are willing to give it a shot usually see it as a huge asset in their donor and volunteer acquisition and retention strategies.

The moral of the story? Be brave and give it a try. You might just be delighted with what happens next.

Yesterday, I performed on the stage of the Belcourt Theatre. This Nashville landmark has hosted the top musical acts, screened award-winning films and also served as a home for silent films and the Grand Ole Opry.

So, I have no idea why they let me come talk about social media on that same stage. But they did. And I did.

Here's a video from my talk. I flew through the whys of social media, particularly as it relates to nonprofit arts organizations. In these 15 minutes (that's all I had, so I speak very fast in this video), you'll hear:

• A little more about me
• About how I cheated on my art appreciation final in college (1:45)
• Who Generation Y is (3:15)
• How Gen Y acts (5:00)
• What the old consumer model is (7:00)
• What the new consumer model is (8:30)
• How arts organizations can have a new conversation (11:15)
• Some reminders before embarking on a social media campaign (12:45)

Enjoy, and pass it along to your pals who work in the arts:


Social Media for Arts Organizations from adam patrick jones on Vimeo.

In this quick video, I find myself at the capitol in Charleston, West Virgina for a YouTube Youth Forum. How exactly are they using social media to save the world? Watch this clip to find out:


Use Social Media to Start New Conversations from Sam Davidson on Vimeo.

And, here's the YouTube version.

Yesterday, I spoke to four college classes. Two were at Belmont and were full of entrepreneurship majors. The other two were at Vanderbilt and were classes on business strategy.

One thing I told each class:

We started this thing on accident. We didn't write a business plan until we were 18 months old. That means, we've been operating for longer without a business plan than with one.

A lot of times, we do things in the wrong order. But, stuff usually works out in the end. Case in point: today, we put the final touches on our first media kit.

We've been lucky in getting the media coverage we have. We think that's just a testament to our story and what we offer. So, it's exciting to get covered in OdeMagazine.com, in print in the Boston Globe, or in every print news outlet in Nashville.

But, we want more. We'd love more press and more buzz (who wouldn't?). So, that's why (with the gracious help of one of our very talented interns), we've finally got our version of a media kit. It's not much. It simply details our story. Because for us, that's the best part of what we do - how we got here, what we're up to, and where we'd like to be.

So, click the link below if you want to take a look at it. You'll find some neat pictures, a 99-word description of what we do, how our business operates, more about our history, and even a sneak peek at what the new site design looks like.

CoolPeopleCare Media Kit [pdf]

This morning, I spoke at Belmont University about turning your passion into your profession and why, for me, that happened when I became a social entrepreneur.

At the beginning of the presentation, I passed out my business card to everyone in attendance. I do this because at each of my talks, I'm looking to start a conversation, not just 'give a speech.' I openly encourage attendees to call or write me, promising to answer their questions and help them do what I talk about.

Anyway, when I got back to the office and checked my email, someone emailed during my talk. As in, like four minutes after they got my card, asking me to send them the slide deck.

That's what productivity and efficiency look like. And I love it.

I'll be lecturing (sort of) in two Vanderbilt Divinity School classes in April. For Dr. Mark Miller-McLemore's "Leadership and Ministry" class, I'll be discussing how churches can use social media tools to build social justice movements that extend beyond the church walls.

I try not to brag too much on this blog, but this is cool for two reasons:

1. They're using New Day Revolution as a text for this class. Now I can say that my book has been used as a textbook.
2. I used to attend Vanderbilt Divinity School, before I quit (dropped out) to focus on CoolPeopleCare full time. I don't have any regrets - it just feels good to be able to motivate the church to change the world, albeit in a different method than I imagined when I enrolled a few years ago.

If you'd like to sit in on the classes, send me an email and I'll see if the class is open to the public. Certainly we can find a seat for those interested.

More details:
Tuesday, April 14 - 11:10-12:30 - I'll be talking about the whys and whats of social networking - the various options available, how technology is changing the conversation, why it matters to a growing generation of people under 30, and exactly how much time and attention ministers should give to this.

Thursday, April 16 - 11:10-12:30 - I'll highlight good (and maybe even bad) examples of faith communities using social media and the Web to communicate with their communities. Students will come to class that day having thought about how they could use digital media and technology as an asset in their future ministries, if they have an inkling of an idea what/where that might be.

If you'd like to know when and where I'm speaking, or if you'd like me to speak to your group, look at my right sidebar.

I got an iPhone on Saturday. While that's reason enough to write an extended blog post in itself, that's not where we're headed.

One of the reasons I opted for the greatest invention ever was so that I could maximize Twitter – really use the service to grow my personal network and my business, CoolPeopleCare. Granted, you don't need an iPhone to do this, just like you don't need the iPhone to email friends, listen to music, find a nearby restaurant or hang a shelf, but for me, it would be a big help.

A little twistory
I signed up for Twitter once I started hearing about it, like a lot of people. But I didn't use it (remember, there's a difference between having and using when it comes to social media). Eventually, I synced my Facebook statuses and tweets with one another, updated both using BlogIt on Facebook, since I spent more time there.

As for CoolPeopleCare, for a while, we automated a summary of our daily articles with a shortened url, but we realized we weren't really adding much value (or seeing much of a benefit). So, we pulled back, went silent for a while, and began to strategize.

Ask the whole wide tworld
With my shiny iPhone in hand, I began to wonder how I'd manage the entire Twitterverse. I signed up for an unlimited texting plan, so I could read everything that way. Or I could check out some apps.

But which ones do what? I read some reviews and blog posts, but I quickly realized the best way to get the info I sought was to ask the experts - or - the twexperts.

So, early on Sunday, I sent out a tweet:

what's the best iPhone twitter app? Looking for a free one to install by sundown. Best suggestion gets an @coolpeoplecare t-shirt.

And the results came back. Quickly. Recommendations for free and paid aps. I gave the free ones a whirl and found some things I liked. And then, @kateo came through with:

@samdavidson Depends on your needs, but I think you maintain multiple IDs? I went through 3 apps before finding Tweetie. It makes that easy.

Granted, I asked for a free ap, but kateo provided a paid one. So why did she win the shirt?

Tell me what matters
Granted, kateo was at an advantage because she knew (or at least assumed) that I managed both my personal twitter account and CoolPeopleCare's. So, based on her assumption, she delivered what I needed.

She didn't just shout out an answer to the Twitterati, she easily explained the why behind the what of her recommendation. She offered something relevant. She said something meaningful.

So what can we learn from this?
You can consume and participate in Twitter in a variety of ways, whether you want to keep up with people, have a private conversation with hundreds of witnesses, or stir up some buzz. And, whether you're tweeting from your phone, your PC or anything else, the methods may vary. What's important is that you say something worthwhile.

Whether you're a writer, a nonprofit, a consultant, or a big business, strategy in social media matters, and it really matters on Twitter. There's lots of ROI, as Beth Kanter points out best, mainly because 'I' can be defined in many ways (like insight).

The bottom line is that you can do/say what you want. But you'll have more fun and make a bigger splash if you want to do/say something that matters to the rest of us.

Strategize that.

---
More posts about using Twitter:

• I Own a Hammer, But I am Not a Carpenter
• I Raised $448 in 3 Minutes
• How Tweet It Is: Nashville Shakes Gets It Right

I had a conversation with a large marketing firm recently. I have more and more of these kinds of conversations, with firms of any size, as CoolPeopleCare grows in size and becomes a place to inform lots of people. So, I have these conversations to brainstorm about how these firms can use our site to grow an audience for their clients' projects, campaigns and initiatives.

And I'm beginning to realize something: no one knows how to use social media.

Sure, lots of people know how to 'do' social media. They can set up blogs, Facebook pages, Twitter accounts and YouTube channels. But that's all that happens. Profiles and pages and accounts sit there, doing nothing, offering little in the way of conversation (and sometimes, information).

Having a blog does not make you a blogger any more than having a kitchen makes you a chef.

Having a Twitter profile does not make you a Tweet-er any more than having a suit makes you 'a suit.'

I own a shovel and a rake, but I don't want you to look at my backyard. I own a drill and a saw, but the shelves in my pantry are only mediocre. Perfecting my yard or my craftsmanship takes a strategy.

So why then, are so many marketing types, business leaders and other decision makers hopping on the social media bandwagon without even knowing where they're headed?

Here's the deal: before you set up any online presence (outside of your Web site), spend one hour (yes only one hour) thinking about the following:

• When someone sees this (Facebook fan page, blog), what do we want them to do with it (read it, interact with us, tell their friends, go to our Web site)?
• What kind of commitment can we make (daily updates, weekly articles)?
• What does success look like (a million new site visitors, lots of inbound links, new donors recruited)?

Yes, it will take more than an hour to really answer those questions, but very few people are even spending that amount of time on it.

At CoolPeopleCare, we're having a 90-minute brainstorm tomorrow (they'll be 8 of us) to just talk about how to best use our Facebook fan page.

Don't use Facebook/Twitter/blogging because it's cool. Use it because it works.

---
More posts about social media:

• Talkin' Gen Y at the Library
• Social Networking, or Social Fragmenting?
• Attention Nonprofits: Hire a Teenager
• I Raised $448 in 3 Minutes
• If It's Not About Marketing or Fundraising, Then It's About Leadership

I turned 28 yesterday (applause). I went to watch three movies at ate Mexican food (my favorite). Oh, and I raised $448 for 14 nonprofits.

On Monday, I sent out a simple Facebook status and Twitter message. I simply stated my desire for my friends and followers to donate $28 somewhere in honor of my birthday. (I borrowed the idea from Rosetta Thurman, who's changing the nonprofit world right before everyone's eyes.)

The response was more than I expected. From those I heard back from, I learned that:

• Anne gave to Child's Play
• Melvin gave to Room in the Inn
• Rebecca gave to St. Vincent de Paul
• David gave to Mission First
• Tambi have to Tennessee Partners in Mission
• Lu gave to her neighbor's adoption fund
• Joy gave to United Way of Metropolitan Nashville
• Leslie gave to four different places
• John gave to hockey programs
  
• Marilyn gave to Gilchrist Hospice Care
• Kathy gave to the USO
• Todd gave to a scholarship fund
• Katye gave to Living Water International
  

And these are just the ones I know about.

It took me about three minutes to post and tweet my message (and update it on my birthday). At an hourly clip, I brought in $8,960. Not bad for just aging a year.

And herein lies the secret of fundraising when it comes to nonprofits and online media: let other people do it for you.

Many nonprofits have employed the Friends Asking Friends model, whereby someone walks or runs for a cause and they solicit their friends and family to make donations to the benefiting organization on their behalf. While this can be a great tool to raise major dollars, many in the industry see it as a zero-sum game since you'll donate $25 to a friend and they'll simply reciprocate when it's your turn to walk or march. In other words, you could have donated your own $25 and skipped the asking part.

However, I think a new model is emerging. I might not even dare call it a 'model' since the ability to replicate it is questionable at best. But I know it when I see it.

It looks like Rosetta's blog post about her birthday today.

It looks like Beth Kanter’s post about how she raised money on her birthday via Facebook causes.

In other words, it looks like the unexpected.

At every nonprofit and social media workshop I lead, I make sure to tell people they need to embrace social media because today, when Google is the center of the Web, you have to be able to be found. If I can't get to you through Google (or Facebook or Twitter), then I can't get to you. And this means we can't meet. And that means I can't volunteer or write a check.

The game is changing. I don't work for a nonprofit. I know that world, but I'm not a director of development, imploring the masses to fork over cash. I'm just a passionate guy who made one simple ask with convenient tools.

And if your nonprofit can't work with that, you're missing out – perhaps to the tune of $8,960 an hour.

I saw a few Facebook friends change their statuses on Wednesday. They linked to Give10Now.org. I made a mental note of it that drifted from my mind as soon as CSI:NY came on.

Then, yesterday, I got an email from United Way of Metropolitan Nashville telling me I should watch a video. That's all their email said. That's easy enough to do, so I clicked on it. I'm on their email list and they do good work, so why not throw them a bone? Imagine my delight when I saw this:



Sure, it could be about 30 seconds shorter and it is reminiscent of the Starbucks spots that played close to the election, but all in all I like it. Here's why:

It's just on YouTube
They didn't come up to a huge ad campaign that would run on local TV, falling on the same aging ears that most of those commercials do. They made something slick, different and engaging, and they posted where people who gravitate to videos like that could easily find it.

They got a separate url
Good for them that Give10Now.org was available. And good for them for not putting a bunch on info about United Way on it. And best of all, they didn't direct anyone to their home page to find this. This is a great example of how one page can (and should) do one thing.

The action is clearly defined
I only needed to watch the video once and I know what I’m being asked to do. I'm asked to give $10 and then tell 10 friends. Done (I did give $10 and this is my way of telling 10 friends).

It's easy to take action
Click on the donate button if you want. It takes you right to the giving page. A few clicks and 90 seconds later, I'm done. And that they promised in the video will happen (warm beds, full stomachs, etc.).

Let me also say – this is far better than the national "Live United" campaign that’s been running at United Way affiliates. White T-shirts doesn't quite cut it for me – sorry. I hope to see more innovation coming soon from United Way of Metropolitan Nashville.

As I told emailed a friend (okay, I guess I emailed one person about it), "This is the best example of a large, old-school Nashville nonprofit doing something viral, low cost, low commitment and high impact."

While at Blackbaud's Conference for Nonprofits this past week, I met CEO Mark Chardon. I thanked him for highlighting during his keynote address the need for the nonprofit sector to engage Generation Y.

We had an informal chat about Gen Y and his belief that it's important to communicate with them, but the financial returns on social networks are not yet proven.

I'll give him that. Sure, the Causes application raised $2.5 million in its first year on Facebook and MySpace. While admirable, this is only $0.21 since per user. And that figure is hardly coveted by large, national nonprofits that are used to getting six- and seven-figure checks at a time.

I still believe there is a fundraising link between nonprofits and Gen Y using social media, albeit one that has a much longer cultivation period. But, I'll put that aside for the time being because there's an even bigger reason to engage Gen Y right now if you're a nonprofit.

No, it's not about getting someone to run your marketing initiatives. It's about getting someone to run anything at all.

This Business Journal article points out that since the nonprofit sector is growing at 6% annually (how about a bailout for the nonprofit industry?), the need to find experienced managers will be a major challenge for nonprofits.

The article references a report by the Bridgespan Group, which has been out for a while (download the PDF here). The numbers are staggering. Nonprofits shouldn't worry about the size of the task, however. They need to figure out how exactly they're going to pull off advertising open positions, finding the right person for the job and using the next generation to change the world.

Thankfully, more and more colleges and universities are offering courses in nonprofit management. While this will result in less on-the-job training that needs to be done, it still doesn't make the difficult task of finding quality future leaders any easier.

Which is why nonprofits needs to capitalize on the potential of online communications and social media. A 20-something who is your fan on Facebook today (who can't so much as donate $5 right now) may well be your program manager in two years. And anyone in your Twitter legion could be directing communications for you full-time very soon.

Nonprofits who are best using social media will have a clear advantage when it comes to finding the next great nonprofit leaders.

Whenever I lead a nonprofit workshop about social media, it always concludes with someone (or several people) asking: "Okay. I get it. Social media works in terms of generating buzz about my nonprofit. It's important and here to stay. But how do I implement any of it?"

And then we chat for a bit about what tools might work best with their particular organization, depending upon what message they want to broadcast. And then I'm asked, "Yeah, but how do I do it?"

Which means: "How do I set up a Facebook account? How much time will it take to be effective? What do I do once I'm on any of those social networks? What do I say and to whom do I say it?"

And then we talk about finding a champion on staff, one person who can donate some amount of time to crafting a strategy and putting it into practice. People nod, but rarely then go do anything about it.

The next time I lead a workshop, when asked that series of questions, I'll just say, "Hire a teenager."

An article in the New York Times highlights how teenagers use social media and how the benefits of all their online time include being ready to compete in the real world. That's right: texting and wall posting and blogging prepare teens for tomorrow's careers. Which is why nonprofits should hire them part-time to do all of that for them.

Instead of the 47-year-old director of marketing running your fan page, a local 17-year-old should be. They know how a fan page works. They know when too many updates annoy people. They know how long someone will spend reading a message.

Instead of sending your 61-year-old CEO to a social networking seminar, just find a 15-year-old and tell them you want to find new volunteers using free online tools. They'll hook you up quicker and better than your head honcho learning how to poke people.

A key quote from the article:

[T]heir participation is giving them the technological skills and literacy they need to succeed in the contemporary world. They're learning how to get along with others, how to manage a public identity, how to create a home page.

And they can do all that for you, if you're willing to bring them on board. They can do it immediately because it's second nature:

In a situation familiar to many parents, the study describes two 17-year-olds, dating for more than a year, who wake up and log on to their computers between taking showers and doing their hair, talk on their cellphones as they travel to school, exchange text messages through the school day, then get together after school to do homework — during which time they also play a video game — talk on the phone during the evening, perhaps ending the night with a text-messaged "I love you."

And, they can do more than just socialize. They can give you a strategic and competitive advantage:

While online socializing is ubiquitous, many young people move on to a period of tinkering and exploration, as they look for information online, customize games or experiment with digital media production, the study found.

For example, a Brooklyn teenager did a Google image search to look at a video card and find out where in a computer such cards are, then installed his own.

Right now, I'm in the midst of interviewing several candidates for a few CoolPeopleCare intern positions for the spring. We're looking for people to help market and brand us better online, to tell our story using social media like we never have before, and to spread the word to more and more people interested in our message. I'm interviewing a high school student Monday. I've spoken with college juniors and seniors, many of whom have held prior internship positions where they've used blogs to market products, planned viral marketing strategies and created original online content.

They're all better than a 35-year-old communications manager with years of experience working the press and crafting newspaper articles. If nonprofits want to attract the next generation (and why wouldn't they?), they need to hire younger.

Whenever I lead a nonprofit workshop about Web 2.0, social media or viral marketing, nonprofits always want to know: "But will it work?"

I always say yes, and tell various anecdotes about organizations or individuals that have used the Internet to grow their presence.

And now I have another one.

Yesterday, I led a discussion for Vanderbilt student leaders about what it means to be a servant leaders, and how the principles of servant leadership can enhance their impact and improve their organizations.

I put together some slides for my talk and used them last night. There were 10 students in attendance.

That means ten people saw my presentation.

But, after putting my slides online, it was featured on the SlideShare homepage. As of right now, 429 people have seen it.

Do the math. Then, get online or give up.

In a few weeks, I'll be speaking to a Belmont University undergraduate class about anonymity and the Web. As part of a panel, I'll be discussing the viewpoint that when it comes to facilitating dialog and building community on the Web, anonymity is bad.

I'm not using the word 'bad' in a shameful way, like you scold your cat after trying to paw a piece of chicken from your dinner plate: "Bad, cat! Get down, Missy!" I use the word to describe something that's ineffective, like a bad spark plug or a bad seal in my ductwork that lets my precious (and expensive) heat escape in the wintertime. Indeed, I could even use most of the other 34 definitions for the word, like unsound, of poor quality, not healthy, painful, dishonorable, coarse or counterfeit.

In our world, where Gen Y is connecting digitally like never before and redefining the word 'community,' anonymity hampers real dialog and discussion, and ultimately does very little to enhance meaningful interactions online.

That's why:

• CoolPeopleCare requires you to sign up and log in if you want to comment on one of our world-saving ideas. Sure, you could make up a fake name, but you've got to put something down. People have to be able to call you something. But ultimately, you've got to put your name (or at least a name) with what you're willing to toss out there.
• I don't reply to anonymous comments on my blog. Take a look at my post about donating money to Barack Obama's campaign (my political posts always get the most comments). Regardless, a cursory look at that post's comments reveals that those willing to put their name behind what they say often say things with a less hateful and demeaning tone and are willing to have a conversation. Those who comment anonymously usually don't want to actually have a discussion – they just want to toss out a verbal grenade and see what kind of carnage they can create. Thus, they're not worth talking back to.
• Twelve step groups at least require a first name. If you've ever been to a meeting (or seen Fight Club), you know that the "My name is Sam, and I'm an …" and the following, "Hi, Sam," is a crucial part of the meeting experience. You can't move forward with others if you're not willing to admit who you are.

Sure, there seem exceptions to the rule. PostSecret, for example, has built itself into a media powerhouse with anonymity as its core asset. People write in secrets knowing they'll be kept anonymous, and as such, they're willing to say more and create more engaging postcards.

However, when it comes to creating real community around its offerings, the anonymity disappears. Recently, creator of the site, Frank Warren, spoke at Vanderbilt. A friend who attended recounted the evening. He said that while Frank's discussion about the site and the books was great, and while hearing secrets that had never been published before was intriguing, the most meaningful part of the event was when Frank invited those in attendance to step to a microphone and share a secret they'd long kept hidden.

My friend said there were immediate lines at the microphones. People confessed to a myriad of things, all very personal. There, in an auditorium of thousands, a real communal experience took place as people were willing to share things in front of strangers they'd never told best friends. And they said these things live and in person, where everyone could see their face and hear their voice.

My friend said the entire event was poignant, life changing, and even sacred.

Exception no more, PostSecret's ability to create meaningful community experiences happens better when anonymity is removed.

Articles can be written anonymously, and sometimes must, when someone's safety is at stake, or it's not quite time to reveal the mind behind the story. But when it comes to responding, discussing and building community, if you're not willing to say who you are, you aren't worth talking to.

And, if you're looking for a plan to make the Web better by eliminating the chances for the anonymous out there to ruin it, Seth Godin's got one.

This week's Carnival of Nonprofit Consultants highlighted my article on leadership and the importance of defining success.

Cool.

On Monday, November 17, I'll be leading a breakout group as part of the marketing track at Blackbaud's 2008 Conference for Nonprofits in Charleston, South Carolina.

So, if you're at the conference and looking for an engaging and informative way to spend an hour and fifteen minutes beginning at 4 PM, come to my talk, The Fountain of Youth: Communicating with the Next Generation.

Or, if you're in Charleston and want to hang out afterward, that's cool, too.

I just got back from Young Leaders Council's occasional lunch and learn series where I chatted with some folks about the next generation and why it's important to involve them in the work of nonprofits.

The room was full of Gen Yers, Xers and even some Baby Boomers. And together, it was great to discuss and process through what Millennials are looking for in a nonprofit experience. After all, there's no way today's nonprofits will be able to save the world with our the deep involvement of Generation Y.

Indeed, the fact that we collaborated across generational lines to look at this generation in particular was very Gen Y of us. It highlights one of four key Gen Y traits, as I see them:

• Collaboration: Generation Y came of age when collaboration was king. They played sports on teams (Little League and youth soccer, anyone?), did science projects and went to the prom in groups, and shared all of that with parents and friends who wanted to listen. Teamwork is second nature to Gen Y. Therefore, nonprofits need to develop volunteer and donation opportunities that use collaboration as a key characteristic.
• Access: This generation has been accessible and had access to nearly anyone (parents, friends, teachers) since Day 1. The twenty-four hour news cycle was perfected during this generation. They got their first cell phones and email accounts at younger ages than previous generations. As such, they've been able to keep tabs on anyone and anything. Therefore, your organization needs to make sure its information is accessible easily and effectively. If I can't find when the event starts or where it is, I'm not interested in digging it up. If you want to be able to access me, I've got to be able to access you.
• Work/Life Balance: Even though the word 'balance' in the most literal sense might be a thing of the past, concerns related to the relationship between free time and paid time are not. Gen Y can and will work from anywhere and during nontraditional hours, if possible. Therefore, nonprofits need to understand how to get in front of Gen Y, especially when 9-to-5 ain't exactly 9-to-5 anymore. And, if there's a way that you can fit into their already busy and inconsistent lives, you'll be the better for it.
• Engagement: All this means that the definition of what it means to be engaged with an organization is changing. Gen Y meets and chats online. So much is done digitally, that the first connection they'll have with your nonprofit will actually be your nonprofit's Web site or email plea. Therefore, you've got to make it great and relevant if you want to continue the conversation with them.

It seems like a lot to think about, and by no means do you have to be a Gen Y expert by tomorrow morning. So, take the afternoon off, download the presentation and pontificate for a while. Then, call your team together first thing tomorrow and see how you can strategize to tap the exciting potential of Gen Y.

If you're in Nashville on September 23 and are curious about how your nonprofit can better engage the next generation, come to lunch.

As part of the YLC Leadership Luncheon Series, I'll be sharing and chatting about effective ways to engage and connect with Gen Y.

Of all the issues confronting nonprofits, one of the most urgent deals with generational trends. Conflicts in the workplace mean nonprofits must operate differently, MySpace and Facebook mean volunteers and donors are recruited differently, and the growing leadership deficit means the nonprofit sector must understand Generation Y if it is to thrive into the near future.

Courtesy of an inset on page 32 of the newest issue of Travel and Leisure Golf:

Number of views on YouTube of a clip from High School Musical 2: 18,402,146
Rank of this clip when the search term "golf" is sorted by number of views: 1
Number of views of the first clip that's actually about golf, a minute-long segment of Tiger Woods on SwingVision: 1,217,046
Rank of this clip: 20

Fascinating. On YouTube, there are 19 clips that aren't really about golf that are ranked ahead of an actual clip about golf. In other words, only 5% of the top 20 YouTube "golf" clips have anything to do with golf.

You know what this means? It means if you run a nonprofit that teaches golf lessons to inner-city kids or refurbishes old golf clubs for low-budget schools or auctions off dinner with Tiger Woods for a fundraiser, you will never be found on YouTube.

At least you won't if you're playing to the mainstream market, if you're trying to be found by anyone interested in "golf."

This is why if you're a nonprofit, you need to forget the mainstream and go for the niche market. Yes, upload your video to YouTube, but make sure you'll show up when someone searches for "inner-city golf" or "underprivileged kids golf" or "nonprofit golf" or "charity golf" or anything else.

Those are the people you want to find you anyway. Everyone else is just interested in Zac Efron or the perfect approach shot or Wii Golf or what angle your right elbow should have on a good backswing. People who search the more speficic terms are interested in your work and will be happy when they find you. Better to have 12 of their views that 12,000,000 of the other.

On a golf course, a hole with a par 5 is designed to give you a choice. Either you can go for the green in two and try for an eagle, a very difficult (and therefore very rare) shot. For the average golfer, making it to the green in two strokes will require two nearly perfect, very long, shots. And while trying, if you're like me, you'll send a few balls into the woods or water in the meantime.

However, you can also choose to lay up and make a birdie or a par. This is less glamorous, but requires consistency and can be done with shorter shots with less margin of error. This is the less risky and smarter play. Your chances are much better.

And so it is with playing to a niche market online. Don't worry about being in the top 20 when someone searches for "golf" clips on YouTube. That's a longshot (and irrelevant, as we've learned). Instead, be in the top five clips when a more direct term is used. Take your par and go home happy.