As we settle in to the year ahead, Spitfire Strategies understands the challenges nonprofits and foundations face given the current economic climate. We look to the new administration and Congress as a source of new opportunities. As President Obama takes office, we recognize that hope is alive and well, that hard work and determination can prevail, and that a strong message that resonates with your target audience is the key to success.

Spitfire Strategies is passionate about giving a powerful voice to social change organizations. We never stop reading about the latest communications trends, studying communications efforts for best practices and lessons learned, and thinking about new ways to help our clients break through the noise to create a bigger impact. We believe strong communications is the foundation of any successful campaign and we want nonprofits to have the resources needed to put the best communications programs possible in place.

That's why Spitfire Strategies is introducing Spitfire Sparks. Delivered right to your in-box each month, our newsletter will include tips for making your communications dollars go farther, lessons from the field (the good, the bad and the ugly), links to additional free or cheap yet valuable resources, and strategies for making communications do more to help you achieve your ambitious endeavors.

Now is not the time to short-change communications efforts. Instead, it is time to hone them so you get more from them. Not a single penny should be wasted on untargeted outreach efforts. We can avoid this by getting even smarter about how we communicate with our audiences - and make communications work harder to help reach important goals.

We hope you find these tools helpful and welcome your feedback. Please direct inquires or ideas to Sparks@SpitfireStrategies.com.

The Obama campaign, for example, used the Web to raise money, but also used it as an organizing tool that drove supporters to rallies, meet-ups, fundraisers and other in-person events that are the absolute essentials of the modern campaign. Or consider the Louisville, Kentucky, transit agency, which used an online and TV rap video to encourage area commuters to use the bus bike racks. Try not to think about it in terms of right or wrong. It's matching the ask with the medium that will make your outreach strategy smart.

Try making and posting a video on You Tube. Yes, these days YouTube is for more than just lip-synching along to Moldovan pop songs. Frequently, social organizations are using these effectively to raise social awareness among audiences who are compelled to act. It's even possible to set up your own page on the Web site's nonprofit and activism channel. Some great examples include Witness, the AdCouncil and Human Rights First. These organizations are broadening their reach instantly - without the expense of a major PR campaign - and tapping into viral networks that amplify their voices quickly.

Human Rights First (HRF) produced this short video using photos of President Obama, the recording of a previous speech and an interview with the organization's executive director, Elisa Massimino. For less than $150, you can get a Flip camera to take high quality video - like the interview with Massimino. In less than 3 minutes, HRF was able to get a conversation started about the need for human rights reform and their goals for action in the new Administration. Since releasing the video, nearly 5,000 viewers have watched HRF's message and dozens have posted comments. YouTube videos not only make for an inexpensive communications tactic, but engage audiences by giving them a venue for interacting with you. When creating a YouTube video that level of interaction that gets people talking is the goal. YouTube makes it all easy with some great instructions on how to get started.