Thanks to the commenter who suggested this was the original story
New Haven Register - United Way turns page, uses Facebook for giving: "When you think of giving to charity, Facebook may not be the first thing that comes to mind.
The social-networking Web site is better known for members’ keeping in touch with friends and posting photos, but for United Way and other charities, it’s the new way to raise money and recruit volunteers to get involved in their communities"
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