Everybody's talking about your nonprofit. Just do a Google search on your organization's name and you'll see what I mean. Your own nonprofit's website is likely to show up, but so will lots of blog posts, comments on other sites and blogs, and other online content — all written by your stakeholders.
What this means is that you can't continue to operate via your traditional "brand-to-audience" communications model. Your nonprofit needs to recognize how the information/communications environment has changed (to conversation and community), and redirect your marketing efforts accordingly. Or, as online communications guru Pete Blackshaw says, "it's all about bonding, not branding."