Canadian Nonprofit Fundraising Study Shows Growth in 2011 and Optimism for 2012

Many of the nonprofit fundraising reports that I have spotlighted in the past focus on different aspects of fundraising which give nonprofits a valuable information they can utilize to make informed decisions on future marketing and fundraising plans. These reports have included 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report, the 3rd Annual Nonprofit Social Network Benchmark Report 2011, The Nonprofit Research Collaborative report (and Part 2), the 2011 State of the Nonprofit Industry Survey, the World Giving Index 2011, The 2011 Study of High Net Worth Women’s Philanthropy and The Impact of Women’s Giving Networks Part 1, Part 2 and Part 3 and The Latest Blackbaud Index Reflects Post-Holiday Nonprofit Fundraising Results.

Today I am writing about another study I came across which is specific to Canadian nonprofits. This study was based on a survey conducted by the Nonprofit Research Collaborative (NRC) of 162 organizations surveyed in January and February 2012. The NRC is comprised of several groups in the nonprofit sector including the Association of Fundraising Professionals (AFP), Blackbaud Inc., Campbell Rinker, The Center on Philanthropy at Indiana University, Convio, Giving USA Foundation and The National Center for Charitable Statistics at the Urban Institute. The NRC conducts surveys twice a year and these latest findings differ somewhat from other reports, but are definitely encouraging and optimistic:

• Compared to 2010, 54% of nonprofits saw an increase in donations, with 66% of respondents meeting their fundraising goals for 2011. Similar results were reported in the US whereith 59% of charities met their goal.
• Charities are diversifying their fundraising initiatives with a multi-channel approach with most using 8-10 different fundraising channels, the top three being Major Gifts (77%), Online (74%) and Direct Response (73%).
• 2 out of the top 3 initiatives provided the largest increases which occurred through Online Giving 51%, Special Events 50% and Major Gifts 49%. Despite the growth of online giving, Direct Response/Mail still is generating a larger portion of overall donation revenue in comparison.
• 70% of smaller responding charities, with an operating budget of under $1 million, reported an increase in donation revenue in 2011 compared to 2010.
• In comparison to other regions of the country, fewer nonprofits in British Columbia saw an increase in donations.

Overall, the study reflects an increased sense of optimism for fundraising in 2012 with 73% of participating charities anticipating an increase in donations in 2012. However, the economic climate is still a concern, as 29% of respondents cited that the economy will impact donation revenues this year. Other challenges include both the lack of personnel and financial resources, as well as increased competition.

A new focus to the report also covers various aspects of Board Members including their size, giving expectations, role in fundraising, and engagement. To see these and more detailed results, please read the complete 23 page survey.
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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.