In January 2009, a small education nonprofit in Hillsborough, North Carolina fielded a request from the U.S. Department of Education seeking input from a cross‐section of the nation's most accomplished teachers around a number of major policy debates. They needed a report in five working days. How could nine full‐time staff in small‐town NC, already weighed down with multiple responsibilities, fulfill this request?

Once upon a time, just having a Web site put a not-for-profit (NFP) at the forefront of technology. Back then pages were static, functionality was limited, and the user was an afterthought. But to quote Bob Dylan – "The times, they are a-changin'." Users have matured; technology has evolved; and functionality is required. Instead of being satisfied with just finding out a little bit about who you are and where you are located, users now expect the Web site of a NFP to be a "one-stop-shop" – they want to be able to update their contact information, buy a book, sign up for an event, make a donation, and participate in an online community.