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

The proof is in the pudding when it comes to known fundraising efforts on, say, MySpace vs. Change.org. Rattray says that on MySpace an organization that has 20,000 supporters might raise $200 from its entire community, while The Advocacy Project — a small organization with a minimal budget and just a couple hundred supporters on the site — raised more than $13,000 in just more than a month on Change.org.