Presented at the University of Richmond Institute on Philanthropy

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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

9. 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. 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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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

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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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