Case Study: International Mission Board (IMB) achieves clearer donor insights and increased fundraising efficiency with Virtuous

How IMB uses Virtuous to gain insights into donor data and streamline their processes

IMB (International Mission Board), the missionary organization of the Southern Baptist Convention, struggled with a clunky, hard-to-use CRM that offered little data integration or reporting capability, limiting fundraising growth and staff adoption. To solve this, IMB switched to the Virtuous platform in 2018 to gain clearer donor insight and a more user-friendly system.

Virtuous delivered a cleaner, more intuitive CRM and automation tools that let gift officers pull their own reports, customize dashboards, and manage portfolios and tasks. Automation tags new, lapsed, and relapsed donors, triggers new-giver email series, notifies gift officers of recent gifts for prospecting, and reduces manual tracking—improving insight and efficiency. Over three years Virtuous also implemented feature requests (multiple documents on planned gifts, custom receipt fields, task tracking), increasing adoption and operational effectiveness at IMB.

IMB

Shade Perkins

Giving Engagement Analyst