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

By Margaret Battistelli Gardner

Buoyed by its initial success, ADL then in 2005 started projecting how its new approach to relationship building could work over months, quarters, even years. Part of the strategic plan that was built around the intensified efforts was an editorial calendar that planned and then tracked e-mail broadcasts so that ADL could monitor which actions and appeals were attracting supporters, which moved them to activism and which ones ultimately lead to donations.