June 26, 2011
In Reaching Young Adults, Nonprofits Seek to Appeal to Them as a 'Tribe’
Anita is obsessed with Hitler and fantasizes about weird sex. Darren drives a Zamboni and wants to be a high roller in Las Vegas. Clayton is a member of the Black Law Students Association and sometimes lies down in the middle of crosswalks.
When more than 17,000 people followed and commented on the lives of those fictional characters—and 10 more like them—on Facebook, Twitter, and YouTube, they became not just part of an experimental-theater performance called Fatebook but