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

“The traditional way is all the ideas come [from] within my four walls, and all the work that gets my campaign messages out comes from within my four walls,” he adds. “Whereas with these new tools, other people can actually connect and share and talk about you and offer you ideas and support your messages out in the world.”