D.C. Nonprofit Conference Roundup: How to Effectively Engage Donors Online

Similarly, an online birthday card to honor Jane Goodall's 75th birthday generated about 15,000 signatures, 11,000 new e-mail subscribers and $65,000 in revenue over a six-week period.

JGI also has found success on Twitter (@JaneGoodallInst) after a staff member interested in engaging on the site volunteered to post daily on the organization's behalf.