AAAJ-Atlanta: Expanding Individual Giving

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 second grant from Progressive Multiplier, AAAJ-ATL is looking to diversify their revenue streams by scaling their individual giving program. This project builds on work done under their first grant, which successfully established a customer relationship management system to improve the giving experience. 

Recognizing that 98% of their revenue currently comes from grants, AAAJ-ATL is looking to increase individual giving by asking their communications and development staff to work together on messaging for engagement and solicitation. To support this effort, they have hired an outside consultant to evaluate their overall messaging, and are integrating both the communications and development calendars into a single workflow.

With this new messaging, AAAJ-ATL hopes to acquire 450 first-time donors and 200 recurring donors, and to renew 80% of 2022 donors. Total expected revenue is $130,000. 

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.