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

Ramsey says social networks have been a great way to get the word out at no cost to the organization.

“I think the great thing about the Internet, especially if your product is on a Web site, is you can do so much marketing at such a very, very low cost, especially when you empower people that belong to your community to become ambassadors, to a degree, of your product and your community,” she says. “So we really encourage Kiva users to represent Kiva, and we find that that’s something that our users really love to do because it’s very empowering for them.”