We’re definitely looking at the same problem and promoting similar solutions.

You’re evangelical reference is funny, one of our fellows from Nigeria was in the office yesterday and told how he recruits youth evangelicals for his cause to go “preach” on buses, which is quite common in Nigeria-the evangelical preaching on buses but not for social issues. I think the trick is being able to package your work in a way that you can hand it over to your citizen base and let everyone of them be your marketers. I think that was some of the success of Kiva for example in providing easy ways for their supporters to share their work with other people, prepared badges for blogs or email signatures, having a very simple “elevator pitch” and of course their core operations being online make that an easy fit but the same principle can be applied in communities.

I agree that as an organization you need to cultivate the organization evangelist, which sometimes are just plain old evangelists depending on the organization.

Increasing I think nonprofits will find they already have some folks who are talking about them, and they just need to join that conversation.

(Also, I wouldn’t worry about not being the primary source on this info. Read/Write web wasn’t either–it was the U of Illinois. Regardless, you essentially had the scoop from my perspective because I read it here first.)