Philanthropy - Wsj.com. The Ultimate Guide for How to Start a Non-Profit Organization. How Non-Profits Are Using Social Media. Craigslist founder turned philanthropist Craig Newmark set out to discover which U.S. non-profits were the most effective social media users. It turns out, there doesn't appear to be a correlation between social media savvy and an organization's net worth. "The deal is, it's not about money, it's about getting people to talk with each other to make people's lives better," says Newmark, who now focuses his energies on his non-profit craigconnects, which seeks to maximize the use of online tools for the common good.