How Should Nonprofits Use Social Media?

The big debate these days is how nonprofits should use social media. I would contend that you still need someone who can write or otherwise craft powerful messages on the back-end, whether your twittering or whatever. Here's an interesting example (though a poorly-written and uninspired story) which raises many questions about nonprofit PR and political correctness...

Homeless advocate brings his message to the masses through social media.

Though I can't help but wonder, what happens when every homeless-oriented nonprofit starts such a social media campaign? Does the news get old? Does it fade into the background? My proscription... talent. A good story will catch an audience no matter what the medium.

*steps down from soapbox*

NYT article on nonprofit fundraising

how to get excited about clean water.

I only wish there were more details on the exact campaign.