In Rochester and elsewhere, social media and other new forms of technology are changing the way that money is raised for charity.

Historically, young professionals who are well-meaning but not yet well-to-do have not been targeted by nonprofit organizations, because the rate of return didn't make it worthwhile.

But with social networking websites allowing organizations to reach thousands of people instantly, the exchange of information — and money — is easier than ever before. Suddenly, the mile-wide, inch-deep approach can generate some good scratch.