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Building an Integrated Digital Strategy

RMA Annual Fundraising Program

Rescue Mission Alliance
Project Launch:
Nonprofit Homeless Shelter


The Rescue Mission Alliance (RMA), operating in four major cities in Central NY, offers emergency shelter, meals, supportive permanent housing, and employment resources, and is the only nonprofit organization in the area offering 3 meals a day, every day of the year. Throughout each of their locations, they serve as a catalyst for individuals to connect with the support they need to leave homelessness and hunger behind.


Though active donor engagement and average gifts were high, lapsed reactivation and new donor engagement was declining. RMA looked to us for an omni-channel approach to establish and track a more robust revenue stream.


Our analysis of RMA’s data within NexieBase uncovered that search and email were the most preferred communication channels for their audience.  This was integral to developing a targeted digital strategy for those donors most likely to respond.


Nexus Direct developed and implemented a targeted digital approach using RMA’s Google Grant and targeted email that increased the amount of digital touches and converted more new and lapsed donors to donate online.

RMA DM DigitalRMA DM and digital components


Implementing detailed campaign and segment level tracking, we were able to uncover an overall increase in target audience engagement and revenue.

  • Digital campaign fundraising increased by 1275%
  • The average donation page gift increased 40.73%
  • Donation page traffic increased 109%
Nexus Direct is more than just our fundraising partner, they're truly a partner in our mission to end hunger and homelessness. Our program lacked strategy, true data analytics, intentionality, and focus. Nexus has brought all of those attributes to our organization in a way that honors the foundational work of our team over the last couple decades, but is bringing us into the future.

Alan Thornton

Executive Director

Rescue Mission Alliance



  • 1275%


    online fundraising

  • 40%


    online average gift

  • 109%


    donation page traffic


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