Social networks such as My Space and FaceBook, along with mass communication tools like text messaging and podcasts, are becoming mainstream arsenal for many blood centers to increase donors. For many not-for-profit organizations, finding low-cost channels to communicate to large volumes of people with a positive return on investment is a challenge. Tapping into social networks and mass communication tools appears to be an attractive alternative to this dilemma. This audioconference will demonstrate how two blood centers ventured into these unchartered territories early in their market entry and describe their experiences.