Fast, Data-Driven Fundraising

How Operation Mobilization Leveraged Clear, Up-to-Date Metrics to Accelerate Fundraising and Overall Growth with Virtuous CRM

About Operation Mobilization

Operation Mobilization (OM) is a Christian Missions organization, formed 60 years ago, with a mission to reach 3 billion individuals with the Gospel. OM focuses every project, ministry and endeavor on creating vibrant communities of Jesus followers and helping them flourish amongst the unreached.

Today, OM supports over 5,000 workers, representing more than 100 nationalities across traditional missions, Mercy Ships, marketplace and cross-cultural initiatives.

The OM team raises money through traditional direct response, specific program fundraising, major donor fundraising and individual staff member (missionary) fundraising. Their diverse fundraising needs demanded a robust and easy-to-use enterprise solution.

Customer Since


Global Staff Supported




Challenges to Solve

Inflexible Legacy Systems

OM was locked into a legacy donor management system that provided limited integration with outside tools. Their system was, in their words, “intimidating and old school” and it didn’t support the level of donor personalization and reporting they needed to grow giving. OM fundraisers also struggled to access data insights that could accelerate their efforts.

Common Complaints

  • Hard-to-Use Tools
  • Non-Integrated Tools
  • Lag in Time-to-Launch Giving Pages
  • Lack of Flexible Reporting
  • Lack of Vendor Support
  • Limited Staff Users
  • Lack of Data Access
  • Difficult Giving Experiences
  • Disconnected Email Marketing

How We Helped

The Virtuous Team worked with OM to understand their immediate needs as well as the goals they had for the future. Together, we created a plan to launch a CRM and marketing solutions tailored for their specific vision. We also worked with partners like RaiseDonors to provide a holistic platform to serve the entire organization.

Improved Access to Data and Insights

OM needed to manage their major donor pipeline with ease in order to accurately predict revenue throughout the year. Complex reporting that included various data types required more sophisticated Business Intelligence tools that could replace the strategies they were forced to try with their legacy software without clear data insights.

The custom BI reporting from Virtuous provided OM with clear, metrics-driven forecasting directly within the CRM platform. The result was better revenue forecasting and more funds directed towards the frontlines of the work.

Products Built for Fundraising Teams Committed to Customer Success

Unlike other options that had to be retrofitted for nonprofits, the Virtuous platforms provided OM with the flexibility and cost savings of enterprise, cloud-based products without the clunky user experience. OM was able to see the value from the platform right away thanks to the purpose-built software built for relational fundraising.

More importantly, the fundraiser-first customer success teams at Virtuous were able to spend the necessary time with OM team members to provide insights from a deep knowledge of other nonprofit customers. The focus was to truly understand OM and the importance of their mission. The result was more than software success, it was a partnership between coach and fundraisers.

“Outstanding customer service! In 30 years of fundraising leadership I have never seen this level of service from a CRM provider.”

John Cerniglia, SVP & Chief Development Officer

Time Savings through Integration & Automation

Before Virtuous, OM wasted countless hours manually updating data inside separate spreadsheets. The full integration of email, giving and CRM saved hours by simplifying data management. The Virtuous Automation platform executed meaningful follow up and data updates automatically so that important engagement opportunities were never missed.

Fundraising Tools that Users Love

One of the biggest challenges OM experienced was the limited usability available on their legacy CRM. Only a few users were able to navigate the system and key users across the organization were prohibited from quickly accessing the data necessary to do their work. The Virtuous platforms made it easy to provide agency to all OM team members by eliminating user licensing, which increased cost and decreased usability.

With a robust permissions system through Virtuous, OM didn’t have to pay extra to add additional users to their software. The result was more collaboration between internal teams and more effective fundraising efforts.

“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.”

Todd Shinabarger, CTO

User-Friendly Tools and Real-Time Data

OM team members were able to sync gift and donor data in real time. The result was a more efficient team and an upgraded giving experience for donors. Virtuous partnered with RaiseDonors to provide fully integrated giving pages that could be launched in hours instead of days. Benefits included:

  • Donation data syncing
  • Visibility into offline giving in portal
  • Automatic contact updates

A True Partnership to Grow Giving

Virtuous gave OM the necessary support to coordinate efforts across teams. Each team knew what the other was doing and how they could offer support. The collaboration created more revenue and experience for the whole organization. Benefits include:

  • Dedicated support and consulting from customer success team
  • Personalized help and advice
  • Shared access to content and documentation

Ready to see how Virtuous can help you save time, raise more money & do more good?

Schedule a demo