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Organization: Blood:Water

Location: Nashville, Tennessee

Sector: International Development

Project: Fundraising Strategy and Infrastructure


Founded by the multi-platinum, GRAMMY® Award-winning band, Jars of Clay, and activist Jena Lee Nardella, Blood:Water began as a call to personalize the HIV/AIDS crisis in Africa. Blood:Water is an international nonprofit that partners with African community-driven organizations to end water & HIV/AIDS health disparities through organizational strengthening & financial support.


In 2018, Seed launched a comprehensive partnership with Blood:Water to create and implement a 5-year fundraising plan. Objectives ranged widely–including strategic focus exercises, building a new case for support, orienting to the Fundraising Roadmap, and transferring the donor portfolio into Salesforce. Seed supported front line staff, the CEO, and the board of directors. Seed provided copywriting and coaching. Seed provided support with managing an outsourced annual giving agency and created a donor travel calendar. And yet it wasn’t a scattershot approach. The partnership was designed to build strategy, systems, processes, and a well-equipped team for scalable fundraising for years to come. 



As a result of this 2 year engagement, Blood:Water has scaled its fundraising operations exponentially. They have surpassed fundraising goals each of the past 3 years, and have routine tracking and reporting in place related to Major Gifts, Grants, and Annual Giving. They expanded their development team, hiring an Annual Giving Manager in 2020 and shifting from an outside agency to in-house strategy and execution. They reset their Fundraising Roadmap after the first two years, setting a new 3-year timeframe and updating messaging and fundables collateral.

“Blood:Water had a strong foundation of donors and messaging, yet we needed strategic focus and some back-to-the-basics training in development practices. Seed was a great partner to help us find that clarity and build the muscles of a right-sized development program. We continue to reap the benefits of Seed’s philosophy, coaching and training!”

-Aaron Sands, Director of Operations, Blood:Water

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