A quick thing I just did.
I googled for researchers in my area that deal with mice, and I filtered out the ones that seemed to have a chance at liking what the MPrize is doing.
Then I emailed them with a link to the MPrize, and asked them if the prize would be applicable to them or their research.
I think this took less than 15 minutes of my time, and I exposed the MPrize to some new people (I'm sure).
I think everyone should do the same. We want the MPrize to reach the public, to gain funds, but we want the prize to reach the researchers, to get actual work done.