"We wanted it easy for people to make their pledge, so we designed it so all the main content could fit on one page. We wanted immediate participation, so we implemented an administrative approach that would allow comments to be posted immediately and then moderated both by the community of visitors on the site and also by a team of administrators."

"We also wanted to have the site keep a "family resemblance" with their other online properties, so we used some consistent elements while giving the site its own identity," he added.