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 great beyond
Social bookmarks like Technorati and del.icio.us allow organizations to search and find out what bloggers and other people are saying about things related to an issue. Mogus suggests participating in the conversations you find happening around your cause and using those conversations as an opportunity to tell participants more about the work you’re doing, or even starting your own blog featuring authentic voices from the people who actually are on the front lines dealing with your cause.