Grooming Your E-list

Another way to leverage the power of social-networking sites is to provide “widgets” or “badges” — small blocks of code with specific branding — from your organization’s Web site that individuals can add to their personal Web pages to recruit supporters.

While social-networking sites attract nearly half of all Web users in the United States, clear fundraising success stories are few and far between. Still, it makes sense, if not immediate cents, for organizations to experiment with these sites and build a foundation now in order to reap the benefits later.