When something "cool" hits the web, word travels fast. How many times have you received a joke from a friend via email, only to forward it to several other friends, who forward it to their friends, and so on? This happens regularly on the Internet, and there's no reason you can't take advantage of this "viral marketing" trend. The best way to do this is to create something useful or fun that people will want to share with their friends.

One item you can use is an Advertising Application, or AdApp. This explanation of AdApps is targeted toward commercial sites, but the information is still helpful for nonprofits. AdApps are both strategic linking devices and word of mouth generators.