A few weeks ago, I gave props to Ben Rattray of Change.org for his approach to nonprofits and social networking. He told me he’s interested in building bridges to and between networks, to increase connectivity on the social web.

Today, Ben announced a significant Change.org development — a new service allowing nonprofits to build their own custom, branded social network on Change.org. Essentially, nonprofits like IAVA (modified screenshot above) can have their own mini-networks within a larger network.

Why provide this service? An excerpt from Ben’s email to the Progressive Exchange list:

“I think the most promising opportunity for most organizations in the future is going to be looking beyond Facebook and MySpace and seeing how they can integrate social networking tools into their mainstream communications strategy.

Although there are a lot of people on these mega-networks [meaning, Facebook and Myspace], only a fraction of most organizations’ existing donors are on these sites. And while most donors may not care to join a social network to socialize, many of them do want the sort of things that social networking tools can offer when they are customized for nonprofits and donors – such as the ability to receive personalized communication, get more involved in a cause, and magnify their impact by working with others. I think organizations that provide these outlets in the coming year are going to be able to start converting their mostly passive base of supporters into a huge asset of activists and fundraisers, and we’re trying to provide the tools to make this happen.”

Interesting approach … and not exactly the direction I expected Change.org to go. These branded networks may be a valuable tool for some nonprofits. I’m glad Change.org created the option. But I’m still fairly sure that integrating with the existing mega-networks will be where Change.org can make the most difference.

Building the half-walled garden within the mega-network — that’s the killer app. If Change.org can leverage this new feature to do that, I think they’ve got a huge future.