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

“It requires a new way of thinking, and it requires work, and it generally requires a dedicated staff person, part time or full time, depending on your scale, to be thinking about social media and to be watching the space and to be helping you kind of evolve your tools and to be participating in other places where conversations about your issue are happening,” he says.