Case Studies

Real Change


Seattle-based Real Change exists to create opportunity and be a voice for low-income people. The organization also publishes Real Change News, Seattle's weekly "activist publication with an ear to the street." Through its newspaper and mission to mobilize the public around important issues, Real Change organizes, educates, and builds alliances to find community-based solutions to homelessness and poverty.

Struggling to Catch the Information Technology Wave

Like so many nonprofits, Real Change had virtually no budget for information technology (IT). To make matters worse, the organization had an unreliable database, no effective online outreach tools, and its staff spent far too much time preparing e-mail alerts. Real Change also had other technology issues. For instance, its staff used a fundraising database for regular mail, but found it an ineffective means for tracking the interests and online actions of members and volunteers.

Moving Beyond Face-to-Face Interactions

Acquiring an affordable, reliable system that could track the online actions and interests of their most dedicated members became a top priority for Real Change. As a community organizing nonprofit, Real Change had already established great face-to-face connections with members. The organization, however, wanted the power to manage online relationships that went beyond face-to-face interactions. Under its old systems, emails could not be segmented and were extremely time consuming to send (via Outlook). In addition, the team had no way of tracking of the effectiveness of their messages, and worried about getting e-mails caught in spam filters. 

Real Change Turns to DemocracyInAction for Real Progress

Real Change adopted DemocracyInAction (DIA)'s robust Salsa constituent relationship management (CRM) platform to resolve its technology issues. According to Rachael Myers, director of advocacy and organizing for Real Change, "Before using Salsa, it felt like we were always patching things together. Now it fits and flows."

Using the Salsa platform, the Real Change team is now able to regularly and strategically monitor what messaging and calls to action are most successful. Furthermore, their calls to action and communications are now integrated so the Real Change team actually knows what messages and strategies are successful and what steps folks should take next.


"We don't see how other online communications providers could provide anything better than Salsa tools...and especially the support DIA provides." — Rachael Myers, director of advocacy & organizing, Real Change.

Real Results for Real Change

As a result of Salsa's CRM, Real Change can better plan their advocacy campaigns to ensure maximum results. The Salsa organizing platform, including action alerts, a custom reporter builder, and e-mail blasts, help staff to forge deeper, stronger relationships with their most active supporters. Even more, new sign-in pages and "tell a friend" features have helped to recruit new supporters. Real Change team members can devote more of their energy toward working with the most passionate and active of their supporters.



Petitions empowered by Salsa have been an easy way for Real Change supporters to weigh in on issues surrounding homelessness and poverty. The petitions tool enabled them to energize over 2000 supporters to deliver their "passionate comments" to the mayor of Seattle. According to Rachael Myers, director of advocacy & organizing at Real Change, elected city officials have told Real Change that their emails have helped effect policy decisions on issues, and Real Change has seen a number of successful campaigns that "probably wouldn't have been possible without Salsa."

At the end of the day, by being able to engage their top supporters, Real Change's dedicated staffers know they are living up to its name by moving closer to their mission to end homelessness and poverty through progressive action.

Technology can be a decisive force for social change. At DemocracyInAction, we exist to empower those who share our values to advance the progressive agenda. We're a progressive nonprofit whose core activity is providing e-advocacy tools to other progressive nonprofits and social change leaders—for pennies on the dollar relative to private sector fees.

DemocracyInAction created Salsa to support the most progressive movement with the most powerful, flexible, and affordable CRM + web application engine around. And we didn’t just build the most robust set of tools that we think you need. We built an infrastructure for all your unforeseen needs. That flexibility is our greatest advantage.

But no organization is an island. We built SalsaCommons.org as an online space for our entire user community to connect and collaborate. Here you’ll find documentation, videos, training opportunities, a library of custom packages, and partners to help you with all your online needs. At Salsa's core is the supporter database: a searchable, expandable listing that ties the platform together and gives you a complete view of your supporters. Salsa's top-of-the-line blast email system guarantees your message makes it to all of your supporters when and how you need it. Effortlessly target and send unlimited blasts to any size list, then track the results in real time to learn the effectiveness of each message.

At DemocracyInAction, we believe that digital communications is not just about sending mass emails or having a website, it's about using technology to achieve your mission. Whereas before, the prohibitive costs of the private sector meant that many nonprofits were forced to choose between an effective online presence and a staff position or a mission-critical operation, DIA now makes it possible for all to take advantage of the palpable strategic benefits of moving online.

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