The folks over at NetSquared have been wondering: How can nonprofits use the social web during this giving season? I can think of dozens of examples. But I think that there's a larger opportunity here than simply starting a widget fundraising campaign or the like.

The big opportunity is this: amplify your authenticity.

In day-to-day fundraising, it's all about building relationships. Unless there is a big news headline, people give to the causes and organizations they have relationships with. And the relationships that work best are the authentic ones, those that are honest and real.