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. Founded in 2010 as the Asian American Legal Advocacy Center, Asian Americans Advancing Justice-Atlanta (AAAJ-ATL) has grown to become the first and largest nonprofit legal advocacy organization dedicated to protecting the civil rights of Asian Americans, Native Hawaiian, Pacific Islander (AANHPI) and Arab, Middle Eastern, Muslim, and South Asian (AMEMSA) communities in Georgia and the Southeast. Their work spans civic engagement, legal services, and policy advocacy across the region.

Overview

With a second grant from Progressive Multiplier, AAAJ-ATL launched an ambitious digital fundraising initiative to diversify their revenue streams and reduce dependency on traditional grant funding. With approximately 98% of their revenue coming from grants and only 1% from individual giving, the organization recognized the need to build a more sustainable funding model.

By coordinating Communications and Development efforts to improve constituent engagement and increase donor conversion, AAAJ-ATL created a foundation for long-term financial independence while strengthening their advocacy work.

Key Strategies & Tactics

AAAJ-ATL's digital fundraising initiative consisted of several integrated components designed to improve coordination between departments while engaging different segments of their supporter base:

• Unified Editorial Calendar: Creating a synchronized calendar to provide joint language touches to their base, including quarterly segmented communications and alignment with key moments like legislative sessions
• Language Repository: Developing a centralized tool housing template language for describing the organization and its work, including messaging guides and program write-ups
• Email Campaigns: Implementing segmented email outreach and a welcome series for new subscribers while including direct fundraising asks in regular newsletters
• Technology Investment: Implementing Canto for digital asset management and DonorPerfect for donor relationship management to support fundraising efforts

Lessons Learned

• Prioritize Capacity
  Independent revenue generation requires dedicated staff time and cannot be effectively managed as a side project
• Secure Leadership Buy-In
  Ensure all department heads understand the organizational significance of fundraising initiatives to foster collaboration
• Plan for Transitions
  Having a detailed project charter and timeline provides essential guidance during staff and leadership changes
• Balance Funding Sources
  While institutional funding may fluctuate with political climates, individual giving provides a foundation for long-term sustainability
• Invest in Technology
  Reliable CRM and communications system

The Multiplier Effect

Impact

Through this experiment, AAAJ-ATL demonstrated how social justice organizations can develop sustainable revenue streams that align with and enhance their core mission. Despite facing significant organizational challenges including staff turnover and leadership transitions, the project established important foundations for future growth and demonstrated the viability of independent revenue generation.

The initiative successfully began transforming the organization's approach to fundraising by creating pathways for converting community engagement into financial support. By integrating direct fundraising asks into their regular communications and developing more effective donor outreach strategies, AAAJ-ATL expanded their capacity to build relationships with supporters who share their commitment to protecting civil rights.

This shift from almost complete reliance on institutional funding to developing a meaningful individual giving program represents a crucial step toward financial independence. As political attention on Georgia continues to fluctuate, having a diverse funding base will allow AAAJ-ATL to maintain consistent advocacy for AANHPI and AMEMSA communities regardless of changing foundation priorities.