After a fundraising and public relations disaster in 1993, the award-winning Marine Toys for Tots Foundation regrouped and came back stronger than ever.

By Melissa Busch

Though direct mail always will be the organization’s “bread and butter,” Osman knows that continued success hinges on bringing online marketing into the mix — and that means more than just the “Click to Donate” button it currently has on its Web site.

“We have been accepting donations online for about seven or eight years, but the system has been pretty passive,” Grein says.