Useful advice. I think you’re right that non-profits can afford to be terrified of losing control. The competition to be heard is getting more difficult - but new avenues are opening up all the time - constantly.

Non-profits have to be as savvy and ambitious (in their own way) as profiteers when it comes to spreading their word. I think multilingual forums, such as www.worldjumper.net could be a good platform.

Forums bring together people who share interests/beliefs. If a forum, especially one that auto-translates posts, can become non-profit focussed, theoretically, it should attract the selfless web community who are interested in making the world a better place.