One way to get your organization's donors, volunteers and service recipients involved in generating publicity for your organization is to ask them to write a review. It's a great way to get your organization's name out into the public sphere, and it's also a great way to get direct feedback that you may not have otherwise heard.
The idea of reviewing products has been around for years now. Sites like Amazon, Yelp, Citysearch, and others provide a way for a community of users to share their experiences with others. Similar services for non-profits are springing up now as well. The first of these, Great Nonprofits, allow organizations to set up a page with information about themselves, and then easily allow others to add to the conversation.
The site is still in beta, so it might be worth waiting for a few months before joining in, but it certainly opens up a new avenue for publicity and donor engagement.