Charity groups harness the crowd on networking sites

In a recent Chronicle of Philanthropy article a few charity and not for profit groups are utilizing the population of social network sites to raise funds. In the example the Salvation Army and Life Rolls On are getting 'friends' and soliciting them for donations and social action activities. With populations in the millions sites like Gather, and Myspace are sound places to reach out and attract existing supporters to participate in a new channel. In fact research by Getactive.com shows that when donors donate through more than one channel their total donation over the course of a year is significantly higher.