I've been staring at a lot of graphs and charts lately as I work more on the NTC agenda. I'm trying to lay my hands on whatever data I can about how nonprofits and their stakeholders are engaging online. The type of graph that comes back again and again? The Long Tail kind (from Network for Good's report: The Young and the Generous):

In terms of sheer quantity, most donations made through the Network for Good site are given to a handful of "brand name" nonprofits. It's probably the same with any other provider. What is the implication for the 99.9% of other nonprofits? Build and cultivate passionate users - a stable of people who stay with you. A small group that gives big.

How do you do that?

Relationship Building.

How do you do that?

By listening as much as you talk.

How do you do that?

Check out MySpace, YouTube, Del.icio.us, and Technorati. They've got it down pat (though it may seem silly).

And that is why The Long Tail is relevant to nonprofits. Though I heard a lot to the contrary in my NTC agenda survey.

End rant.