How Both Hands Used Kindful to Increase One-Day Donations By 538%

Both Hands helps Christian adoptive families fund their adoptions by coordinating a service project fixing up a widow’s home. Their vision is to see the day when finances are not an obstacle for Christian families looking to adopt, while simultaneously serving every widow in need of home repairs. 

Looking to Take Advantage of a Big Fundraising Opportunity 

Based in Nashville, Tennessee, Both Hands was eager to participate in The Community Foundation of Middle Tennessee’s The Big Payback event. The Big Payback is a 24-hour online giving event created to increase philanthropy in the 40 counties of Middle Tennessee. The goal is simple: inspire Middle Tennesseans to come together, show their pride in their communities, and contribute to support the life-changing work of local nonprofit organizations.

Kindful + Both Hands

In 2014, Both Hands participated in The Big Payback and raised $7,200 to help families fund their adoptions. But former Communications Manager Jared DeLong knew they could raise a lot more with the right strategy and tools in place. And thanks to strategic planning and Kindful, DeLong was right.

Save More Time

DeLong used the groups he set up in Kindful and determined a plan of action for how each group should be treated. This included different messaging, asking for specific gift amounts, and more. Kindful also gave Both Hands the ability to ensure they were not leaving anyone out.

“It’s great to have Kindful because when you need to look up giving history, contact info, or sort different donor groups on the fly, you can,” he says.

Raise More Funds

For donors who gave to operating expenses, he knew that they loved the mission of Both Hands and they could be intentional about asking them to give. For donors who gave to specific families trying to adopt, he needed to approach them with messaging that explains that their gift goes to helping more families.

With a plan in place, Both Hands sent out emails one month and one week before the campaign. On the day of The Big Payback, they sent out a series of emails throughout the day asking for donations and for their supporters to share their campaign goal with their friends.

Do More Good

New donors made up 15% of donations, which means the emails Both Hands sent asking their participants to share with their friends on social media worked!

This is great news for Both Hands because they now have a new group of active and engaged supporters who will help them carry out their mission long after The Big Payback is over.


“The more I learned about Kindful and how to track donors, use groups, and analyze statistics for donor histories, the more I was able to use that knowledge to develop a strategic plan.”

Jared DeLong, former Communications Manager, Both Hands

Using What They’ve Learned to Improve Future Fundraising Campaigns

Thanks to strategic planning and using Kindful, Both Hands raised over $46,000 during The Big Payback event. That’s a 538% increase over the year before. In 2014, they had 30 donors participate. In 2015, they TRIPLED that number by having 90 donors participate – with an average gift of over $200.

According to DeLong, one reason this campaign was so successful was because Both Hands let their donors know this event was happening and how they could help.

He says, “If you have a need and a goal, you aren’t going to reach it if you don’t let your donors know about it with constant reminders. There were donors who read our email at the beginning of the day but didn’t give until we sent them a reminder email.”

Thanks to Kindful’s central data hub, intuitive filter and reporting features, and its ability to automate their donation acknowledgements and donor mailing lists, Both Hands has seen online giving triple!

“Kindful is great because it gives you the data you need quickly and it’s right at your fingertips. The more we’ve learned about the tools within Kindful the more it has helped us improve every fundraising campaign we do.”

Ready to spend less time managing your donors and more time engaging them?

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