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 people are hurt or angry is the best time to get them involved,” Grams says. “HRC does a good job of moving on these situations when they arise — not just to raise money but to raise public awareness and support. You send out e-mails immediately … it’s a relevant opportunity to get people engaged. With direct mail, there’s no immediate, snap-of-the-finger opportunity to do that.”