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

Jason Mogus, CEO of Communicopia, a company that helps organizations use online media to communicate their message, says social technologies are tools that allow organizations to mine this new, nontraditional kind of constituent.

“Sure they’ve got money, but they’ve also got ideas. They’ve got groups that they’re connected to. They’ve got energy to talk about your cause or your issue,” he says.