Here's an interesting article from Seth Godin's blog. You may have heard of him, he has a couple of books about marketing and writes daily on his blog. I read it occasionally and recommend it enthusiastically.
here's a quick quote:
Take a look at the top 100 twitter users in terms of followers. Remember, this is a free tool, one that people use to focus attention and galvanize action. What? None of them are non-profits. Not one as far as I can tell. Is the work you're doing not important enough to follow, or is it (and I'm betting it is) paralysis in decision making in the face of change? Is there too much bureaucracy or too much fear to tell a compelling story in a transparent way?
I find it fascinating. I would recommend anyone, not just non-profits, to take what he says to heart.
Here's another excerpt:
Please don't tell me it's about a lack of resources. The opportunities online are basically free, and if you don't have a ton of volunteers happy to help you, then you're not working on something important enough. The only reason not to turn this over to hordes of crowds eager to help you is that it means giving up total control and bureaucracy. Which is scary because it leads to change.
