Top Challenges Operation Mobilization Needed to Address:
- Reduce the high costs that came with their previous donor management system
- Find a user-friendly and intuitive CRM platform that fundraisers could easily learn
- Invest in a true partner committed to advancing their mission rather than just a standalone technology solution
Operation Mobilization Outgrows Legacy CRM Due to High Costs and Underutilized Features
Operation Mobilization (OM) previously relied on Blackbaud CRM as its donor management system. While it served its purpose for a time, the OM team recognized the need for a change. Due to Blackbaud’s high cost, complex user interface, and limited reporting features, Operation Mobilization felt it was not receiving adequate value for its continued investment.
Sophisticated CRM analytics have become the gold standard for high-impact nonprofits. OM sought a modern solution that could provide real-time data insights into its fundraising performance, accessible at any time—not just at the end of the month.
“The user experience that Virtuous brought was quite a breath of fresh air for [our fundraisers]. They were not intimidated by it. They learned it, picked it up quickly, and embraced it. That was quite a significant shift in how our fundraisers operated. The previous system was a bit of drudgery.”
Todd Shinabarger, CIO of Operation Mobilization
A True Fundraising Partner Who Cared About the Success of the Mission
For OM, Virtuous checked all the boxes and more. Virtuous was significantly more affordable than Blackbaud CRM. Plus, it was a much more user-friendly platform, so the OM team could spend less time wrestling with the software and more time thinking strategically about their fundraising. Features like gift ask pipelines and forecasting provided practical tools for planning ahead for the expected and unexpected.
“That’s really been the game changer for us—to have that ability to look ahead and be able to see where good or bad things may be coming in the future so that we can react to those more effectively instead of waiting until everything is recorded.”
Todd Shinabarger, CIO of Operation Mobilization
Operation Mobilization was also impressed by Virtuous’ high-touch customer service, which extended up to the C-suite level. Moving to a new CRM is no small task, and OM knew it needed a partner to help them succeed.
Even during the evaluation period, Virtuous demonstrated a strong commitment to learning about OM and how they could help. For OM, that marked the beginning of a true partnership between the organizations.
“The focus, the empathy, the ‘bought-in’ mentality that we receive from Virtuous about our mission and Virtuous’ role in helping us achieve that mission—that is the biggest key that differentiates Virtuous from Blackbaud.”
Todd Shinabarger, CIO of Operation Mobilization
Marketing Automation Features That Helped Build a Donor Acquisition System
OM seeks to engage and expand its donor base by leveraging Virtuous’ powerful marketing automation for nonprofits. By adding and removing tags automatically, Virtuous streamlines donor cultivation processes, ensuring targeted and efficient outreach without added manual effort.
“Being able to do that reporting right inside the Virtuous environment and not having to go outside to a separate system, that’s really been big for us.”
Todd Shinabarger, CIO of Operation Mobilization
Additionally, OM leverages Virtuous as a sandbox for testing Facebook and Instagram ads. This allows them to experiment with and optimize the donor experience, helping to refine their strategies and attract more donors to their organization.
