The document discusses evaluating the return on investment of Web 2.0 tools used by non-profit organizations. It notes that while tools like contests and social media can help raise awareness and engagement, organizations should closely examine metrics like email captures, entries and media coverage compared to time and money spent, and seek feedback to understand tangible and intangible results. Benchmarks to past efforts and similar groups are also suggested to fully understand the value received from new online strategies.

1. The Web 2.0 ROI:
Are All These New Tools Really Delivering Value to the Sector?
Carie Lewis, Internet Marketing Manager
The Humane Society of the United States

2. HSUS Investigation Leads to
Largest Beef Recall in U.S. History

3. Michael Vick Indicted on Dogfighting Charges

4. Outcomes
We increased our email file
We raised awareness about dogfighting
We obtained original content
We engaged people in the issue

5. 22
2,500
16,494
18,487
90,000