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CRM in Action: AAAJ-Atlanta's Shift to Individual Donor Engagement

Since 1991, Asian Americans Advancing Justice (AAAJ) has worked to advance civil and human rights for Asian Americans while building and promoting a fair and equitable society for all. With a grant from Progressive Multiplier, AAAJ-Atlanta set out to break its reliance on foundation funding by growing its individual giving program. 

To make this shift, AAAJ-Atlanta implemented a customer relationship management (CRM) database to improve the giving experience. The CRM allowed them to use segmentation to target specific constituents and connect with them more personally via geography and culture. It also allowed them to develop and test engagement and solicitation messaging across segments.


Throughout this project, AAAJ learned that not only is a CRM critically important to donor engagement, but the right CRM is also even more important. As a result, they are implementing a new CRM to allow them to be more nimble and act quickly, and they are hiring an individual giving consultant. 

AAAJ also explored peer-to-peer fundraising for the first time, adding a virtual component to each campaign. The CRM allowed them to track their event work in a manageable and organized way. 

Donors responded positively to the new giving experience provided through the CRM. During the grant period, individual giving revenue increased by 154% year over year, and the number of donations increased by 84%. AAAJ raised a total of $105,000 in individual revenue. 

Rooted in the dreams of immigrants and inspired by the promise of opportunity, Asian Americans Advancing Justice | AAJC (Advancing Justice | AAJC) advocates for an America in which all Americans can benefit equally from, and contribute to, the American dream. Their mission is to advance the civil and human rights of Asian Americans and to build and promote a fair and equitable society for all.