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

* If your organization decides to create a presence in a social network, or create its own, try not to control your space. “Empower, not overpower,” ACS’ Moss says.

* Let your constituents be your guide for your level of involvement with these tools.

“If your users aren’t interested in social networks, don’t force it,” Do Something’s Finger says. “It doesn’t have to happen. It only happens if that’s what they’re really interested in, and I think our users have really pushed us toward that, and so we said, ‘Great. OK. Let’s do it.’”