Here’s how organizations large and small are using social-networking sites to tap into a whole generation of trendy supporters who, with a little effort, could turn into BFFs and future donors.

By Abny Santicola

Change.org
Social technologies have their individual strengths and weaknesses, and can be used differently depending on the organization and its need. Put all of your eggs in one basket, though, and you might be leaving valuable resources — some in the form of cold, hard cash — on the table.

Just ask Ben Rattray, founder and CEO of Change.org, a customized community that has a social network for every nonprofit listed under Guidestar and allows the public to visit organizations’ social-network profiles, and write reviews, post news stories, videos, photos and volunteer events, and even fundraise for them.