Challenge sacred cows. Be humorous. Create food for thought. That's what Blue Avocado sets out to do for its audience of nonprofit staff and executives. We sat down with Blue Avocado's leadership team when the site was merely 'a seed in their hand', so to speak. The site's design had to walk the line between irreverent and serious - because the issues facing people working in the nonprofit sector are substantial. What makes this project unique is that it's not just a website. It's also an email newsletter that gets sent out to over 60,000 people every few weeks. And this email has to look just like the Blue Avocado homepage - no small feat. We built the site in Drupal and use a commercial email service to blast it out to the readership. A lively comment community and member-and-advertising supported revenue round out the project.