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

LROF’s MySpace profile now has more than 11,000 “friends” and is a fully branded page set on a backdrop of tiled LROF logos. The organization has found the key to success in this setting is constant communication with constituents and adding valuable content to its profile. LROF’s MySpace page includes its mission statement; numerous links to its Web site; a sign-up for its monthly e-newsletter; videos; event listings; and volunteer opportunities. It also streams a music playlist.