A few weeks ago I participated on a panel discussion about nonprofits and blogging. It was part of the biennial WMPRSA NonProfit PR conference. Roberta King and Clare Wade did a great job, and I helped, providing an overview of the interesting and complicated subject of blogging and PR as it applies to nonprofits.
If you missed that and are interested, the New York Times has a special section today on "Giving" that includes some interesting articles. Among them, the recurring subject of people expecting nonprofs to give more, and not just to collect. In other words, people are demanding accountability, transparency, and measurement of results with nonprofits the same as they are with big corporate entities and governments.
Another good, related, piece is about blogging. In particular, it addresses the fact that more bloggers out there are blogging about nonprofits. One point I made at the workshop is that even if YOU don't blog, you need to monitor the blogosphere using Technorati and other tools to see what people are saying about your organization or your cause/issue.
I'd encourage non-profit PR pros to read the section and have a discussion at your next staff meeting.