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        The Philanthropic Giving Index (PGI)
        reveals current trends and future
        expectations in American philanthropic
        giving.
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    Nonprofit Fundraising Trends 2009
    For Release 2/25/09
    Conducted and Prepared by:
    Kevin Johnson
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From What Sticks:
   19% of all marketing spend fails outright
   67% of all marketing spend could achieve increased
   results without additional spend by modifying tactics.



Sources: The DMA Response Rate Study,
What Sticks by Rex Briggs and Greg Stuart
5% of
                            dollars
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    –                       95% of
                            Donors

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                  25% of
        70% of    dollars
        dollars

        1% of     4% of
        Donors    Donors
10% of
                              dollars
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                  40% of
    –              dollars   90% of
                             Donors

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                  9% of
    –             Donors
        50% of
        dollars

        1% of
        Donors
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“As charities seek ways to offset the effects of
the bad economy and, in many cases, declining
contributions, they are increasingly resorting to
layoffs, hiring freezes, and other cost-cutting
measures”.
Philanthropy Today, January 20, 2009
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Landing Pages
          Channels   Purls and/or Gurls          Capture
                                                 Information




  Data
                                          Nurture Activities




Best Practices
Response Rate                                    Learning
                                           20x lift
                                                Right Time
                                        10x lift
                                   Right Message
                                  5x lift
                             Right Individual
                             2x lift
                         Personalized
                  20% lift
Static        Personalized           Highly Relevant
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Link to Website
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Best Practices for Non-Profit Fund Raising

  • 1.
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  • 5. – – – The Philanthropic Giving Index (PGI) reveals current trends and future expectations in American philanthropic giving.
  • 6. • • • • Nonprofit Fundraising Trends 2009 For Release 2/25/09 Conducted and Prepared by: Kevin Johnson
  • 7. • • – – – –
  • 8. – – – From What Sticks: 19% of all marketing spend fails outright 67% of all marketing spend could achieve increased results without additional spend by modifying tactics. Sources: The DMA Response Rate Study, What Sticks by Rex Briggs and Greg Stuart
  • 9. 5% of dollars • – 95% of Donors – 25% of 70% of dollars dollars 1% of 4% of Donors Donors
  • 10. 10% of dollars • 40% of – dollars 90% of Donors – 9% of – Donors 50% of dollars 1% of Donors
  • 11. • “As charities seek ways to offset the effects of the bad economy and, in many cases, declining contributions, they are increasingly resorting to layoffs, hiring freezes, and other cost-cutting measures”. Philanthropy Today, January 20, 2009
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  • 15. Landing Pages Channels Purls and/or Gurls Capture Information Data Nurture Activities Best Practices
  • 16. Response Rate Learning 20x lift Right Time 10x lift Right Message 5x lift Right Individual 2x lift Personalized 20% lift Static Personalized Highly Relevant
  • 17. • • – • • • •
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  • 19. – – – – • –
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  • 21. Link to Website Announcement of Direct Mail Piece Tied to other communication tactics
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  • 34. Web, print and electronic communication
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  • 41. • • • – – – – –
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