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

“Integrate, integrate, integrate,” Crowley stresses. “But do so carefully and respectfully. If someone gives online, they get acknowledgment through the mail. You have to communicate with them through many venues.

“If someone reaches out and says, ‘I only want to hear from you in a certain way,’ we of course will respect their wishes. But generally, we tend to do multichannel solicitations to everybody,” she adds.