Best Practices for Non-Profit Fund Raising
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Transcript of Best Practices for Non-Profit Fund Raising
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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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Sources: The DMA Response Rate Study,
What Sticks by Rex Briggs and Greg Stuart
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.
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1% of
Donors
4% of
Donors
95% of
Donors
70% of
dollars
25% of
dollars
5% of
dollars
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1% of
Donors
9% of
Donors
90% of
Donors
40% of
dollars
50% of
dollars
10% of
dollars
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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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Channels Capture Information
Data
Best Practices
Nurture Activities
Landing Pages Purls and/or Gurls
Right Time
20x lift Learning Response Rate
Static Personalized Highly Relevant
10x lift
20% lift
5x lift Right Message
2x lift Right Individual
Personalized
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Link to Website
Announcement of
Direct Mail Piece Tied to other
communication
tactics
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Web, print and electronic communication
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