Three Keys to Online Ease

The top three keys to the organization's success include the following:

1) Strong database. Santarella says MMRF's database has 125,000 contacts, 75 percent of whom it has e-mail addresses for, which makes keeping in contact with them easier.

2) Donor education. MMRF has focused on educating donors that they can donate online, especially for memorial donations, which Santarella says drive online giving.