To: Raymond Burke, President, Allison Tanney, Fundraising Manager, Kathy Lee, Dir. Of Development From: Jeremy Pflug, Research Analyst Date: February 6, 2011 Subject: Donor Research The purpose of this memo is to give some recommendations for a market research strategy for enhancing our donor program. The recommendations that I provide will allow our organization to conduct research needed to hopefully jumpstart our donor program. Our direct mail approach isn’t working as well as it has in previous years. Hopefully with great research data, we can decide an approach that will bring our donor number back up to where we need them to be. According to “Giving USA, charitable contributions by individuals, foundations and corporations reached $284.99 billion in 2008, however, this was a 5.6% decrease in charitable contributions from the previous year.” 72% of these contributions came from individual contributors, which is why we have to get a better understanding of why people donate in the first place. According to a Convio survey, an average American will donate $281 per year.
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Donation, Accountable Fundraising, Market Research Strategy, donor program, great research data