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

Kiva uses MySpace and Facebook — and its own Web site — to get the word out and provide tools to empower supporters to do the same, including printable and downloadable brochures and banners. One motivated supporter even created a site called kivafriends.org, where Kiva enthusiasts go to chat with other supporters about various issues they encounter on Kiva.