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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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