Marylaine Block has a good article on Creating your niche on the net. It's geared toward libraries, but has a lot to say to other service organizations, like Extension:

Think about what we did right after September 11: we put up web pages that consolidated many different kinds of information, including some that most people wouldn't have even thought to look for. We linked in news stories (both from the US and abroad), contact information for charities, schedules of local memorials, maps, articles, and backgrounders on terrorism and Islam and the middle East.

We could do the same for other pressing local issues for our community or company or school. Finance is a tough issue for everybody right now, and we have access to a wider variety of information and news than anybody else has, about state and federal funding, grant and training opportunities, and good ideas others in our situation have implemented. We could bring that all together on one web page, or blog or e-mail newsletter, and update it daily. If there's a major local controversy, we could post background information and links to news stories, position papers and interviews by the people involved, a discussion board where citizens could post their questions and opinions, maybe even a library-sponsored webcast. (In fact I assume at least some California libraries are already providing extensive information on their web sites to help voters make decisions about the recall petition.)