What is the best way to market for a non profit organization?

[wordsshatterstonehearts]

I work at an opera company and it is extremely hard to market...first of all nobody really seems to care about opera, second of all they are not aware that we are non profit.
We have tried demographic expansion, developmental plans, fund raiser and donation campaigns, we added youtube, myspace, and facebook pages, we send out newletters, flyers, promo items, we have commercials on tv and radio, and we put articles in the paper, magazines, and local write ups. I'm trying to make opera appeal to younger generations and give it a kind of "underground" vibe...we all know that classical music is the new underground...any advice or tips?