Martin Luther King, Jr. National Memorial Foundation

Martin Luther King, Jr. National Memorial Foundation Uses Blackbaud Sphere™ and emotive, LLC to Increase Donations

The mission of the Martin Luther King, Jr. National Memorial Foundation is to commemorate the life and work of Dr. Martin Luther King, Jr. by leading a collaborative funding, design, and construction process in the creation of a memorial to honour his national and international contributions to world peace through non-violent social change.


  • 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 honour 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.


  • 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 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.

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