An online petition in 2003 pushed the Human Rights Campaign into the world of online fund- and friendraising. And the organization never looked back.

By Margaret Battistelli Gardner

When HRC lobbies “the Hill,” it’s important for it to have the power of numbers behind it — both financial and membership — and the team knows that once you get folks to come on as supporters, there’s a clear line to getting them to give. The key, Crowley says, is to keep them engaged.

Once it gets a donor on its file, HRC offers regular communications such as newsletters, letters from the president and event invitations. There’s a strong push for the second gift and for conversion to monthly giving. An online, mid-level giving campaign launched in August 2007 has garnered around 50 donors in the $1,200-to-$5,000 range.