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

“[We] put out specific asks via blogs and bulletins to have people join our e-newsletter distribution list on the official LROF Web site. We also have a screenshot of the sign-up sheet that, when clicked, opens up the real [form],” he says. “Essentially we use MySpace to convert friends in the MySpace sense of the word, which is often superficial, to constituents in the more formal sense, where we feel their level of commitment and desire to support the organization is more defined.”