EveryAction’s Acquisition Spree Lands Salsa Labs

EveryAction’s three-year buying spree continues unabated, landing its largest acquisition yet — Salsa Labs, one of the best-known software companies serving nonprofits. Terms of the deal were not disclosed.

The deal follows last month’s acquisition of GiveGab, and the previous acquisitions of ActionKit, BSD Tools, DonorTrends, and Mobilize since receiving a growth investment in 2018. EveryAction is backed by venture capital and private equity firm Insight Partners, which has more than $30 billion in assets under management, and has partnered with more than 400 companies to make them market leaders, including DocuSign, Shopify, and Twitter.

Stu Trevelyan, CEO of EveryAction, told The NonProfit Times that EveryAction had 378 employees before acquiring Salsa Labs, which has 97 employees, all of whom will remain with the firm. “All Salsa Labs employees are now EveryAction employees, and then on top of that, we have 20 other open positions EveryAction is hiring for,” he said. Salsa Labs will operate as a unit within EveryAction, with CEO Donna Myers remaining in that position.

The deal projects EveryAction at more than $100 million in revenue and now more than 500 employees. Trevelyan projects revenue to be $110 million for fiscal year 2021, of which Salsa Labs accounts for $18 million. “EveryAction 2018 revenue, when Insight Partners invested, was around $40 million. Since 2018, EveryAction revenue has almost tripled, evenly balanced through the organic growth of adding new clients, and through the inorganic six acquisitions,” according to Trevelyan.

More than 15,000 organizations use EveryAction’s software, and now that number will be 3,000 more with Salsa Labs’ customers, he said.

It is clear that executives at EveryAction are targeting industry behemoth Blackbaud as its key competitor. “We can continue to grow fast because we invested heavily up-front in having the best unique core product. Nonprofits then raise more money and build more support with our products, and they tell their colleagues,” said Trevelyan.

“We’re already better positioned than other competitors were. We’re the first challenger to have gotten this far, this fast, with a focus on best in class products across a broad product scope. Kintera topped out at around $40 million, and Convio at around $80 million. So we’re three times as far as Kintera got, and well beyond where Convio got,” said Trevelyan. “In addition, we’ve got a unique differentiation with the unified CRM. Kintera and Convio didn’t have that, nor the market recognition.”

Blackbaud is a public company, traded on the NASDAQ exchange. Going public is not planned for EveryAction, according to Trevelyan. “We could but it’s not in our plan,” he said.

On the advocacy side, EveryAction will often compete with ActBlue. “We have a much broader product scope. Of our three product lines, digital is just one. And then within digital, online contributions are just one product, amongst email, SMS, advocacy, etc.,” said Trevelyan. “And then, ActBlue is really only in the campaign market, where a fairly small minority of our revenue comes from. So, ActBlue doesn’t compete with the vast majority of our product, and doesn’t really compete for the vast majority of our clients.”

This is the second time Salsa Labs has been part of a deal involving venture capital. The firm was acquired by venture firm Accel-KKR in 2018. Founded in 2003, the firm has offices in Pittsburgh, Pa., and Bethesda, Md.

After each acquisition, Trevelyan said they’ve assessed the best way to serve nonprofits, looking at product overlaps but also market preferences. “Some of that is about product and what different nonprofits like,” he said. With 3,000 customers, Salsa Labs is not going anywhere anytime soon, he said.

Not long after Insight invested in EveryAction in August 2018, Trevelyan said they identified Salsa Labs as a potential “attractive family member” but weren’t really serious until this spring. They’ll continue to look for “really great products helping nonprofits raise more money and support,” he said, and continue to grow organically and through acquisitions.

The next most recent purchase was GiveGab, a leading platform for Giving Days, announced in April. The acquisition price was not disclosed. Trevelyan said he met GiveGab co-founder and CEO Charlie Mulligan in 2018 and stayed in touch. “I wouldn’t say we started talking immediately about a deal but it was a slow romance process that ended in marriage,” he said.