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

“Volunteers, survivors, caregivers and supporters are all adding content each day, making the space a richer resource for the next person who joins,” Moss says.

Kiva
Kiva, an organization that partners with microfinance institutions in the developing world to help them to raise debt capital, has a Web site that is, for all intents and purposes, a social network. Individuals can come to Kiva’s site and see profiles of entrepreneurs; read descriptions about them, what they need the loan for and how long they expect to take to pay it back; and then choose somebody to finance via a loan made through PayPal, which is providing Kiva with free payment processing. It’s what Fiona Ramsey, public relations director for Kiva, calls an eBay for microfinance.