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

Grams agrees but maintains that there’s a subtle difference that marks HRC’s success with integration, one that many organizations have yet to discover: “While integration is key,” he says, “it’s sort of more like a salad than a melting pot. There can be independent campaigns within integrated channels. You can run an online campaign that doesn’t follow the traditional mail/phone/e-mail structure. It can all work well together.”