Martin Luther King, Jr. National Memorial Foundation

• The Martin Luther King, Jr. National Memorial Campaign Project Foundation needed to raise $100 million to construct a memorial on the National Mall in Washington, D.C. to honor Dr. Martin Luther King, Jr.
• With just under 1,000 supporters and $200,000 in online contributions in 2005, the Foundation wanted to increase its online donors
  and revenue.

The Solution:

• Blackbaud partner emotive rebranded the Foundation’s website and migrated the site to the Blackbaud Sphere platform to maximize the organization’s online fundraising efforts.
• Utilizing Blackbaud Sphere’s segmentation functionality, emotive developed a communications plan for the Foundation that personalized appeals based on past giving history and provided a successful path of donor escalation.

The Results:

• The Foundation raised $1.5 million online in less than two years through house file fundraising and Google Grants™ management.
• The average online gift increased 51% to $88 in 2008.
• Through successful prospecting, emotive® has helped the Foundation increase its database size to more than 178,000 contacts in just two years.