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

By Margaret Battistelli Gardner

For example, it launched a campaign around “a set of viciously anti-Israel resolutions” that were on the floor of the United Nations General Assembly at the end of 2004 that produced thousands of signatures (and their related e-mail addresses) in a short period of time.

“We delivered that petition to the U.N. and made sure we reported back to those who had signed, as well as those who hadn’t signed, what had happened and the importance of their involvement,” Cannon says. “I think all of us were sort of surprised and delighted at the response we got even as we initially moved this out.”