Pareto Fundraising has released the results of their 2009 mid-year benchmarking study looking at trends in the Canadian charitable sector.
The latest analysis looks at data through to the end of June 2009 from the participating 10 Canadian charities including: BC Cancer Foundation, Canadian Red Cross (Western Canada), CARE Canada, The Children’s Wish Foundation Canada, cbm Canada, Canadian Feed The Children, Médecins Sans Frontières Canada, the Nature Conservancy of Canada, SickKids Foundation and WWF Canada.
Despite the global financial decline, the organizations included in the project are holding up well, and one of the key messages delivered overall was that those who have invested heavily in monthly giving in the past are the ones most likely to enter 2010 in the best shape.
Specifically, the latest analysis found that:
- Overall income from the group was down in 2008 (just $1m), however individual income was up significantly on 2008
- Monthly giving remains resilient, in fact continues to grow on all measures including total income generated. In 2008 the ten members generated over $35m from monthly donors
- Cash recruitment overall has slowed the 1st half of 2009 after a strong 2008
- Major gifts (gifts over $1k) have rebounded, in fact grown the first half of 2009 after a poor 2nd half of 2008
According to Moses Gabriel, Direct Response Manager at the BC Cancer Foundation, the insights uncovered from the latest round of analysis give his team greater confidence during difficult times, particularly about the acquisition landscape.
Gabriel says “One of the key findings in the latest benchmarking analysis is that new donor acquisition in 2009 has slowed down somewhat in comparison to 2007 and 2008. Whether this is caused by the recent economic downturn, or other factors, it is tough to say for sure; however, it does highlight the ever growing need to build stronger relationships with donors. Our goal now is to find ways to recruit donors that are more likely to make a second or third gift or switch to monthly giving, by testing new acquisition materials and techniques.
In previous years, the decision to change our approach would be based on a mix of internal data and really some ‘gut feeling’ based on past experiences of our staff. Today, however, we are able to pursue these strategies with a greater level of confidence knowing that it isn’t just our experience, but something that affects a large portion of the charitable sector.”
The next round of 2009 reporting will take place in early 2010.
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For information on how you can be involved in Pareto Fundraisings Benchmarking Study please contact Jonathon Grapsas at 647-347-0157 or by email at jonathon.grapsas@paretofundraising.com.
