Integration. The word comes up again and again when we talk about social media strategies: Your email campaign needs to integrate with your direct mail campaign which needs to integrate with your web site which needs to integrate with your Facebook group.

That's why it's so interesting that the little social networking site that could -- Change.org -- and Network for Good are partnering up. Web 2.0 and Web 1.0 will live side by side in perfect harmony.

This could be great for Change.org, Network for Good, and the sector at large. Here's why:

1. True or not, Change.org has been picked on for being late to the social networking party and for being a bit redundant in a space full of "me-too" players. People have wondered about its strategy. Is it for organizations to engage their existing supporters? Will it attract new donors?

Ben Rattray at Change.org has weathered a lot and listened a lot over the past two years. This partnership is evidence of that. A collaboration with Network for Good could mean many more users for the Change.org platform, both organizations and stakeholders.

2. Network for Good has been pretty innovative in the online fundraising world. They were touting badge fundraising before it became de rigueur. This adds another shiny feather to their cap.

3. The sector will ultimately win if all goes well because Network for Good has been fantastic at both training its clients and publishing real data from their endeavors. I fully expect that through this partnership, Network for Good will help hundreds of nonprofits to understand the power of social networks and how to leverage them. The sector as a whole will get real results from the experiment.