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

Still others point out that while social technologies like MySpace and Facebook don’t always result in a strong bond with an organization or a donation, it doesn’t mean these constituents aren’t interested in giving. Many of them might not offer money until they’re engaged through a social network.

The Humane Society attracted more than 2,000 friends to its profile and saw 14,000 profile views in three weeks in response to a campaign to stop seal hunting it ran on MySpace that pointed people to a YouTube video on the subject. The campaign also generated 500 new sign-ups to the organization’s e-mail list.