Ask YC: Providing Incentives to Evangelists

We are a seed stage startup (havent raised money) in the bootstrapping phase. So far, we have relied exclusively on writing to/contacting individual members of the target community to get them on board our website. Now we feel like we have enough content/activity to take our marketing efforts to the next level and are thinking in terms of recruiting a team of evangelists. These people will be well known members of the target community who will generate "buzz" by blogging about us, pro-actively help us acquire users and try to contribute towards greater levels of activity on our website.

A real world comparison would be the paid reviewers that Yelp used. The emphasis on evangelists draws from the fact that the target market is India where viral marketing has not been a factor in Web success stories so far.

What would be the way(s) to compensate these guys? Equity is the most obvious choice. If so how much? Are there other ways?