The document discusses how not-for-profits need to be innovative in tight economic conditions when resources are scarce. It emphasizes finding new ways to fundraise, expand reach, deliver missions, and utilize resources. Some key areas of focus are knowing customers, what motivates them, and how to deliver on needs and the organizational mission. Examples provided include leveraging social media and interactivity, guerrilla marketing, direct giving campaigns, and engaging corporations and employees in new ways to build awareness and engagement in a cost-effective manner.