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

From a marketing standpoint, Rattray says, MySpace is useful, but it’s less effective at converting interest into action and lacks a real sense of community.

“MySpace is a good way to sort of generally get people interested in an organization, but there’s no way to really convert that into practical energy. And it’s also for a very specific audience,” Rattray says. “What we’re doing is basically harnessing some of the same technologies and the power of personal connections that you see on those networks, but channeling them specifically toward social good.”