How SPCA Tampa Bay Unified Donor Data and Grew Recurring Giving With Virtuous CRM+
SPCA Tampa Bay centralized donor records, improved cross-team collaboration, and strengthened recurring giving visibility by implementing Virtuous CRM+ and preparing to scale with Virtuous Raise.
SPCA Tampa Bay is a large animal shelter serving the Tampa Bay and Saint Petersburg area, providing adoption services, medical care, and community animal support programs.
“[Virtuous has] helped us understand, listen, and then tailor our communications back to our donors.”
Diana Buss, Former Director of Advancement Operations, SPCA Tampa Bay
Top Challenges Before Virtuous
No shared, complete donor picture across teams
Manual coordination when multiple fundraisers worked for the same organization
Limited automation for follow-up and task assignment
What They Accomplished (With Help From Virtuous)
Centralized donor context using tags, notes, and custom collections
Automated task assignment and follow-up using workflow automation
Improved visibility across corporate sponsorship and volunteer relationships
Added Virtuous Raise to strengthen recurring program growth
A Complete Donor Story in One Place
Many SPCA supporters begin as adopters. That history shapes how they give.With Virtuous CRM+, adoption history, engagement notes, and fundraising activity now live in one unified record. Fundraisers see the full donor journey before reaching.
“[Virtuous CRM+] gives us such a complete picture of how they’re interacting with our organization and what’s important to them so we can tailor our communications back to them appropriately.”
— Diana Buss, Former Director of Advancement Operations, SPCA Tampa Bay
Stronger Internal Collaboration Across Teams
Corporate sponsors of SPCA Tampa Bay often engage with the org in multiple ways:
Event sponsorship
Volunteer groups
Philanthropic gifts
Different staff members manage each interaction.
But with shared notes and tagging inside Virtuous CRM+, teams stay aligned and informed.
Automation That Supports Consistent Moves Management
SPCA Tampa Bay uses automation workflows within Virtuous CRM+ to:
Auto-follow donors
Assign tasks by giving level
Add and remove tags automatically
This reduces manual tracking and ensures consistent stewardship across portfolios.
Preparing for Recurring Growth With Virtuous Raise
With an added focus on recurring giving, the team recently added Virtuous Raise to:
Rebuild donation forms
Elevate recurring program visibility
Improve donor experience
Strengthen lifecycle tracking
“I’m very excited about what Virtuous Raise is going to bring to the table for us in the robust forms that we can create.”
— Diana Buss, Former Director of Advancement Operations, SPCA Tampa Bay
Measurable Growth Across Programs
With clearer donor visibility and consistent workflows, SPCA Tampa Bay has identified:
Year-over-year growth in recurring donors
Increase in average recurring gift
Growth across project-designated funds
Stronger internal alignment across fundraisers
Better data access created a sharper focus across the team.
If Disconnected Data Is Holding Your Team Back
SPCA Tampa Bay replaced fragmented systems with a unified donor platform.
If your team is juggling manual coordination, limited visibility into recurring growth, or disconnected donor records, it may be time for a system built for responsive fundraising.
Oasis for Orphans won back 17% of lapsed donors, saved eight hours a week, and lifted end-of-year giving over 62% with segmented, multi-channel campaigns.
Virtuous is the responsive fundraising software platform proven to help nonprofit organizations increase generosity by serving all donors personally, no matter their gift size.
“Virtuous truly understands nonprofits and the importance of our mission. And their open access to data and built-in custom reports gave us access to the data we need.”
