EveryAction’s purchase, which was unveiled Wednesday, is the sixth since 2018 for the parent of NGP VAN. But Salsa Labs, which was founded by Chris Lundberg and April Pedersen in 2003, is the company’s largest acquisition.
Salsa Labs has 97 staffers to EveryAction’s 378. All will stay on board, according to The NonProfit Times. Terms of the deal weren’t disclosed.
Now, EveryAction’s deal for Salsa Labs follows the umbrella company’s buys of GiveGab, Mobilize, ActionKit, BSD Tools, and DonorTrends. Some of these buys were designed to bolster EveryAction’s share of the nonprofit SaaS market, where it claims to be the “fastest-growing, 2nd largest” provider.
“EveryAction is the fastest growing and most innovative company in the nonprofit space, and is positioned to become the market leader, so it’s a great home for the Salsa customers and almost 100 passionate team members,” CEO Stu Trevelyan wrote in a blog post. “With over 15,000 organizations using us previous to this acquisition, we are the second largest nonprofit software company.”
The top competitor to EveryAction, partly because of its international reach, is Blackbaud, which bills itself “as the world’s leading cloud software company powering social good.” But EveryAction has its eye on dominating the sector.
“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,” Trevelyan told The NonProfit Times.
That growth potential is what prompted Salsa Labs, which in 2018 was acquired by venture capital firm Accel-KKR, to sell.
EveryAction is “positioned to become the market leader, so it’s a great home for the Salsa customers and team members,” Salsa Labs CEO Donna Myers wrote in her own blog post. “EveryAction is backed by Insight Partners, one of the best software investors in the world, with over $30B in assets under management. We join 5 other great companies that also have become part of the EveryAction family over the last two years.
“That scale of customers, users, and donors creates network effects that will benefit Salsa Labs customers. These network effects include EveryAction’s over 11 million FastAction accounts where donors can store their credit cards for one-click contributions, as well as the form pre-filling features driven by 120 million ActionProfiles, leading to higher conversion rates and more engagement,” added Myers, who will remain in her position.
While its acquisitions have focused on the nonprofit sector, EveryAction’s targets have also expanded its reach into the consulting industry, which has some campaign practitioners concerned.
“To be clear, I like NGP and EveryAction a lot. The tools are solid and they do good work. I just think competition is good and the market share they have in the political space is bad for the ecosystem long-term,” Authentic’s Mike Nellis said in a tweet on Wednesday.
Still, EveryAction isn’t alone making M&A moves in the campaign industry. Political Data, Inc. has also been buying, picking up CallTime.AI and Outreach Circle in recent deals.
“We think there is going to be a natural consolidation in this space,” Sangeeth Peruri, founder of OutreachCircle, told C&E in January.
