TechSoup Sees Upside for Nonprofits in Downturn

"People ask me, 'What's the business model? What's the secret sauce?' " he said. "My answer was to find a company that makes a product that everyone in the world needs and that allows you to donate it and charge a small amount."

He also believes in the importance of looking for opportunity in times of turmoil. When the dot-com boom went bust in 2000, Ben-Horin watched as responses to job notices went from five per posting to more than 300.