8 Tips for Tapping Social Capital

But, Thorsen notes, "make it clear you're only interested in like-new or slightly used equipment that functions perfectly." The last thing you need are repair expenses.

5. Fundraising
While some supporters might be too strapped for cash right now to donate to your organization, they might be able to help you fundraise by reaching out to their friends and family members on your behalf. Thorsen suggests asking each donor to refer 10 new potential supporters. Offer them an easy-to-download fundraising widget that they can put on their social-network profiles or blogs.

Most of all, Thorsen says, try not to control the message.

"Let them talk about your organization and its importance in their own way and words," she writes. "That's what's so powerful about this kind of personal fundraising."

6. Publicity
Enlist supporters to spread the word about a special event you're having or a new program you're trying to promote. Constituents can post news or invitations on their blogs and social-network profiles, and include links to your Web site.

7. Research
Instead of asking donors for money, take this opportunity to learn more about their needs, opinions and preferences by asking them to take a short survey.

8. Communications content
Organize a contest where supporters and prospects can send in digital photos and brief write-ups about the work you're doing. Before setting the contest up, be sure you know, strategically, what kind of information you're hoping to get.

"For instance," Thorsen shares, "one [anti-hunger organization] launching a major contribution campaign wanted donors to feel part of something much larger. So, they asked contributors to e-mail them a photo of themselves and the food they were about to donate."

The key, Thorsen writes, "is to try to match your needs with supporters' interests. Create opportunities for them to have some fun, get excited, and feel they're furthering the cause they're passionate about."