To piggyback on your thought, the community aspect isn’t anything new—what’s “new” is the ability for us to form these niche communities on a whole different level. More importantly, what we have to understand is that we can’t control the message anymore, what we can do is use social media as a means of making it easier for that conversation to take place. In the meantime, build our credibility and illustrate how, as organizations, we genuinely care what is out there and what is being discussed in our own communities. Why not leverage the extraordinary knowledge base we have within the entire organization and use it to show consumers and members what a great organization we truly are? They will become evangelist because they love and trust us. What I love about working for a nonprofit is that our consumers and members are people who genuinely care about what we are doing, and in turn, they are the ones who want to talk about what we do or what they are apart of. We should rely on the people who are already loyal to us to talk about how great we are because it is genuine and real. Our members and donors are what follow as a result—and I can guarantee they are the ones that stick around.