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

American Cancer Society
The American Cancer Society developed relayforlife.org, a social network that has all the functions of MySpace, but is specifically for Relay for Life volunteers and supporters. Randal Moss, manager of innovation strategies for ACS, says the results have been terrific. The relayforlife.org site adds new members daily and features specialty discussions, blog posts and best-practice sharing.