Looming over everything you do, technology is making nonprofit fundraising more relevant and immediate than ever imagined.

By Margaret Battistelli Gardner

“That in many ways was more important as a motivator than the fundraising aspect,” Cannon says.

ADL focused its e-mail cultivation efforts around its highly successful Web site, which gets about a million hits a month. It added some conversion structures to the site to invite people to provide e-mail addresses and specify their areas of interest in return for electronic newsletters and other updates and calls to action.