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 popularity of the organization’s videos on MySpace and video-sharing site YouTube also was a key selling point that helped it lock in an umbrella sponsor for its fundraising events, as it gave the organization the ability to offer the sponsor a five-second commercial spot before each video.

The Humane Society of the United States
In September 2006, The Humane Society of the United States realized that Web 2.0 was more than a fad and is, in fact, a shift in the way people communicate online. So the organization created a new position: Internet marketing manager.