For nonprofits
The donors who give again are the ones who heard from a person
Not a campaign. Not a newsletter with their merge field in the subject line. An actual message, from an actual staff member, sent to them alone — at the scale of your whole list.
The problem
Everything scalable in fundraising sounds scalable.
Your appeal goes out through a platform, from a sending domain shared with ten thousand other organisations, into a Promotions tab that exists precisely to hold things like it. It performs about as well as it did last year, which everyone has agreed to call the benchmark.
Meanwhile the gifts that actually move — the second gift, the upgraded gift, the one that arrives unprompted — come from the donors somebody spoke to. Every development director knows this. The problem has never been knowing it. The problem is that personal outreach caps out at however many conversations one person can have in a week.
What it is for
The sends that are worth a person's name on them.
Thanking, properly
Everyone who gave this month, each one thanked individually within a day of giving, by the person whose name is on the letter. This alone is worth the licence.
The volunteer ask
Saturday needs thirty people. A private text asking someone directly gets answered; a post in a group asking anyone does not.
The lapsed donor
The ones who gave twice and then stopped. Not an appeal — a note asking how they are. It works far more often than the appeal does.
How it works with what you already run
Export the segment. Send from your own address.
Keep your CRM. Pull the segment you want as a CSV — every column in it becomes a merge field, so gift amounts, campaign names, the date of the last conversation and anything else you track can go into the sentence.
Email goes out through your own Gmail account with your real send-as address and signature, so it arrives in the inbox rather than the Promotions tab, and a reply lands in your actual mailbox. Texts go through your own number. On Pro, you can see who opened and what they clicked — which, for a fundraising team, is usually the difference between guessing and knowing who to call.
One thing to say plainly, because it decides whether this works: a personal message has to actually be personal. Merging a first name into a form letter produces a form letter with a first name in it, and donors have been trained by twenty years of direct mail to spot exactly that. Write shorter and more honestly than your campaign copy. That is the trade.
Questions
What development teams ask first.
›How is this different from our email platform?
An email platform sends a campaign — one design, one send, an unsubscribe footer, and delivery through a shared sending domain that inbox providers treat as bulk. Human RM sends ordinary individual messages from your own Gmail address, and individual texts from your own number. It is the difference between a newsletter and a note.
›Can we track whether donors opened it?
On the Pro plan, yes — open and click tracking on email, showing who read it and what they clicked. Texts are not tracked at all, because there is no honest way to do it and no dishonest way we would ship.
›Does this replace our CRM?
No, and it is not trying to. A donor CRM remembers the relationship — gift history, notes, tasks. Human RM does the reaching. Most organisations that use both export a segment from the CRM as a CSV and send from that.
›Is it compliant to text donors?
You are texting people you already know from your own number, which is a different activity from bulk SMS marketing and is regulated differently. The sensible standard still applies: message people who would expect to hear from you, make it easy to say stop, and honour it the first time.
›Can several staff use one licence?
Each person sends from their own number and their own contacts, so each needs their own copy on their own Mac. Write to us about more than a couple of seats and we will work something out.
Your donors already know what a campaign looks like. Send them something else.
14 days free, the whole thing. Then $12 a month.