BlueLena Moves Management System is built into the BlueLena CRM (customer relationship management) platform and is designed specifically for nonprofit and independent journalism organizations.
A Tailored Solution for Journalism
Unlike off-the-shelf CRMs designed for broad nonprofit or commercial use, BlueLena’s system is purpose-built for local news organizations. The platform combines robust email marketing tools (ESP) and CRM functionality through ActiveCampaign™, enhanced with proprietary features and workflows designed specifically for newsrooms.
At its core is BlueDepth™, BlueLena’s proprietary engagement scoring system, which evaluates a contact’s likelihood to give based on real-time engagement behavior, loyalty, donation history, and demographic signals. This allows for automated placement of donors into structured fundraising pipelines, triggering a pre-built moves management curriculum that helps lean development teams prioritize promising leads, saving time while enhancing personalization and effectiveness.
BlueLena helps lean development teams prioritize promising leads, saving time while enhancing personalization and effectiveness – especially with mid-tier donors often overlooked by traditional systems.
Key Features and Benefits
BlueDepth™ Engagement Scoring: Evaluates donor likelihood based on engagement, loyalty, and demographics, enabling targeted fundraising efforts. This comes standard with BlueLena Premium and includes 1,000 scored customer records per month free of charge.
Automated Moves Management: Automatically places donors into structured pipelines, streamlining the cultivation process.
Integrated CRM and ESP: Combines customer relationship management with email marketing tools for cohesive communication strategies.
Customizable Deal Pipelines: Manage opportunities with fully customizable pipelines, assign tasks, and track progress efficiently.
Account and Contact Management: Store and track detailed information for organizations and individuals, facilitating personalized outreach.
Proven Impact: Early adopters have reported a 30% increase in individual giving year-over-year and a 25% growth in mid-tier and major donor pipelines.
BlueLena CRM empowers journalism organizations to build sustainable revenue streams by transforming reader engagement into lasting supporter relationships.
Dedicated Support and Scalability
BlueLena’s CRM product is now offered through its Premium service tier and includes:
- A custom 12-week onboarding experience led by Director of Product Megan Wofford and our implementation team
- Ongoing partnership with a dedicated Publisher Success Manager
- 40 hours of annual strategic support
- Free enrollment in BlueLena Academy (sponsored by Google News Initiative)
- Ongoing access to expert workshops on campaign planning, donor journeys, and operational best practices
BlueLena also offers flexible, concierge-level onboarding from legacy systems (like Salesforce, Bloomerang, Little Green Light, or spreadsheets) and integrates seamlessly with Slack and direct mail platforms to enhance cross-team collaboration and donor communication.
Trusted by 20 Leading Publishers
BlueLena’s growing network includes a diverse range of nonprofit and mission-driven for-profit newsrooms, such as:
These publishers are united by a shared goal: to strengthen their development capacity and secure the future of independent journalism. As the landscape of local journalism continues to evolve, BlueLena remains committed to helping newsrooms scale their fundraising strategies, enhance operational efficiency, and stay focused on what matters most—serving their communities.