Where It's @

“That’s been a very critical part of our growth. One of the most interesting things is that those organically acquired individuals tend to have a much higher percentage of involvement in whatever it is we’re asking people to do, including fundraising.”

ADL launched an offensive in mid 2004 to collect e-mail addresses and start applying technology to the all-important task of relationship building and to somehow transmute the highly personalized approach usually only seen in major- and planned-giving efforts to cultivating highly involved advocates and, ultimately, donors. The goal was to start drawing its many small-dollar donors more actively — and interactively — into the organization’s work.