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

Aria Finger, director of business development at Do Something, says it’s one more way to involve constituents, get Do Something’s name and cause out there, and link back to its Web site. That’s the point, LROF’s Billauer notes.

“That’s the power of social networking right there; it’s not just our homepage sitting there by itself hoping for people to find us,” he explains. “We have music, videos and then we have code that people can actually take, put on their own site and then spread the word. And it’s the whole pyramid effect where we tell one person, they tell their friends, and then it just spreads.”