Editor’s note: Todd Cohen is editor and publisher of the Philanthropy Journal, a publication of the A.J. Fletcher Foundation.

New media give nonprofits powerful tools to work smarter.

In a special report published Wednesday, Philanthropy Journal looked at how nonprofits are using new media to run their shops, raise money and promote their causes.

But nonprofits that simply plug new media into old ways of doing business may be bound for the scrap heap.

To survive and thrive, nonprofits must adapt to the engaged new-media world in which individuals with easy access to computers, mobile devices and wireless connectivity are transforming the way charitable dollars are raised and social causes are promoted.

The challenge for nonprofits is to wed tried-and-true principles of operating, fundraising and service-delivery with the emerging new-media culture that engages the collective power of individual voices, values and assets for the common good.

Media philosopher Marshall McLuhan believed “the medium is message.”

Do you believe nonprofits will get the message and truly tap new media to engage a diverse audience in sharing and contributing to the job of fixing our most critical social problems?