Patron or Customer?

Here's an article from Library Journal that I bookmarked some time ago but is perennially relevant: what do we call our guests/clients/patrons/customers?

BackTalk: Patron or Customer (and Why)? By Brent Wagner -- Library Journal, 7/15/2007

I'm always on the lookout for articles that support my belief that the business model is not the best model for non-profits. James Collins, author of Good To Great; why some companies make the leap and some don't, wrote a (great) follow-up which addresses this:

Good to great and the social sectors : why business thinking is not the answer : a monograph to accompany Good to great : why some companies make the leap--and others don't / Jim Collins.