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

Some organizations have leveraged the popularity of social networking and created their own, branded social networks. Nine months ago, Do Something launched Projects — a higher-touch social network of sorts — on its Web site, where more engaged, active young people can highlight the community-action projects they’re doing. Other youths can read about them, comment on them and become inspired by them.