of 47
7/31/2019 2010 Nonprofit Fundraising Survey
1/47
TheFund
March
The
2010Raise
011
onpro
Nonp
in201
itRes
ofitF0Comp
archC
undr
aredwi
llabor
isingth200
ative
Surv
y
7/31/2019 2010 Nonprofit Fundraising Survey
2/47
Withspecialthankstotherepresentativesof1,845charitableorganizationswhotookthesurveyinFebruary2011, andingratitudeforthetimeandcarefulworkofthemanyindividualswhoworkedonthisproject.
2011NonprofitResearchCollaborativeForpermissiontoreprint,[email protected].
7/31/2019 2010 Nonprofit Fundraising Survey
3/47
1 NonprofitResearchCollaborative March2011
KeyFindings
Overallcontributionsreceivedin2010comparedwith2009Moreorganizationssawgrowth(43percent)thandeclines(33percent).Combined,twothirdsof
respondentssaid
they
saw
contributions
increase
or
stay
about
the
same
as
in
2009.
This
is
an
improvementoverayearagoatthesametime,when46percentreportedadeclineandonly54percent
sawgrowthorstablecontributionslevels.
Afarlargersharein2010sawstableamountsofcontributionsreceived(24percentversus11percent
lastyearatthistime).Theshiftbetween2009and2010isfromdecreasedtoaboutthesame.
TheresultsinthiswaveareanimprovementovertheNovember2010surveyconductedbythe
NonprofitResearchCollaborative.Atthattime,36percentofrespondingcharitiesreportedanincrease
and37percentreportedadecreaseinthefirstninemonthsof2010.Thissuggeststhattheuptickin
givinganticipatedinthelastweeksof2010mighthaveoccurred,butnonetheless,thegrowthin
contributionsreceived
did
not
match
expectations
for
the
year.
Byregionofthecountry
Therewerefewmeaningfuldifferencesinthechangesinamountsreceivedwhenorganizations
weregroupedbyregionoftheUnitedStates.
Bysize(expenditureamount)
Largerorganizationsweremorelikelytoseegrowththanwereverysmallorganizations.Thisis
consistentwithNovember2010results,aswell.
Bytypeofrecipient
Changesacrosstypesofrecipientsarefairlyconsistentwiththegeneraltrend.
Shareoffundsraisedbydonortype(sourceofcontribution)Just45percentoforganizationsreceivedmorethan50percentoftheircontributionsfromindividual
donors.Mostorganizationsreceived1to10percentoftheirrevenuefromotherfundraisingsources.
Thesurveyincludedassourcesindividuals,bequests,foundations,corporations,andothercharities.
ChangesincontributionsreceivedbyfundraisingvehicleInternet/onlinegivingroseat58percentoftheorganizationsthatreportedusingitandmorethan
threequartersreportedonlineorInternetfundraising.Majorgiftsandeventsproceedsroseathalfof
theorganizationsusingthem,butformostotherfundraisingvehicles,thepicturewasmixed.
Organizations,onaverage,usedsixofthe10vehiclesstudied.Organizationsthatraisedmoreuseda
highernumber
of
techniques,
on
average.
FundraisinginvestmentlinkedtofundraisingresultsMostorganizationsheldtheirinvestmentinfundraisingsteadyin2010.However,thosethatincreased
expenditures,staffing,orvolunteerengagementweremorelikelytoseeincreasesinfundsraised.
Thereisalsoarelationshipbetweenfailingtoinvestinfundraisingandfailingtomeetgoals.Thatis,
investmentdoesntguaranteeincreases,butdecreasedinvestmentisassociatedwithnotmeetinggoals.
7/31/2019 2010 Nonprofit Fundraising Survey
4/47
2 NonprofitResearchCollaborative March2011
FundingreceivedwasmostlyforgeneraloperatingexpensesAbouthalfoftheorganizations(51percent)reportedthat75percentormoreofthefundsraisedin
2010supportedoperations(ratherthancapital,investment,orendowment).
LastquarterfundraisingisimportantbutnotdominantatmanycharitiesManycharitiesdoreceiveasignificantshareoftheirfundinginthelastquarter,butthissurveyfinds
thatitisnotoverwhelminglythemostimportantpartoftheyearforfundraising.About50percentsay
theyreceivemorethanonequarteroftheyearscontributionsinthelastquarteroftheyear.Forthe
other50percent,givingisspacedoutovertheentireyear.
Expectationsfor2011Charitiesexpectgivingin2011toincreaseandarelikelytoholdstaffingandexpendituresfor
fundraisingat2010levels.
7/31/2019 2010 Nonprofit Fundraising Survey
5/47
3 NonprofitResearchCollaborative March2011
Contents
KeyFindings.................................................................................................................................................. 1
Summaryofthestudy................................................................................................................................... 5
Changesin
total
contributions
received
.......................................................................................................
6
2010isslightchangefrom2009,withmoreseeingsameresultsthandeclines.................................. 7
Regionalvariationinchangesingivingmodest........................................................................................ 8
Largerorganizationsmorelikelytoseeincreasedcontributionsamounts.............................................. 9
Changeswereconsistentacrossalltypesofcharities............................................................................ 10
Fundraisingsuccesslinkedwitheffectivecommunications....................................................................... 11
Changesin2010didnotmeetexpectationsstatedinlate2009............................................................... 11
Evenwhileanticipatingincreases,organizationsbudgetedconservativelyfor2010fundraisinggoals....12
Half
of
organizations
met
fundraising
goal
for
2010
..............................................................................
13
Percentageofcontributionsfromeachdonortype................................................................................... 14
Percentageofcontributionsfromeachdonortype,bysize...................................................................... 15
Onaverage,charitiesusesixfundraisingvehicles...................................................................................... 17
Resultsbytypeoffundraisingvehicleshowstrengthinonline,majorgifts,events................................. 19
Onlinegivingtopslistofvehiclesshowinggrowth;resultsmixedformostfundraisingtechniques.....19
Somesubsectorsmorelikelytoreportsuccesswithsomevehicles..................................................... .21
Comparisonof2010resultstopriorStateofFundraisingSurveyresults.................................................. 22
Conditionsthataffectedfundraising......................................................................................................... .25
Explorationofrelationshipbetweenfundraisinginvestmentandchangesinfundraising........................ 26
Fundingforgeneraloperatingsupport....................................................................................................... 27
Givinginthelastquarteroftheyear.......................................................................................................... 29
Largecharitiesmostlikelytoraise25%ormoreofdollarsinlastmonths............................................ 30
Anticipatedchangesfor2011..................................................................................................................... 31
Challengesahead........................................................................................................................................ 32
Changesinrevenuefromgovernmentgrants........................................................................................... .33
TheNonprofitResearchCollaborative........................................................................................................ 34
Methodology...............................................................................................................................................
35
AppendixA:TablesofChangesbyFundraisingVehiclebySubsector
AppendixB:Survey
7/31/2019 2010 Nonprofit Fundraising Survey
6/47
4 NonprofitResearchCollaborative March2011
Figure1: Percentageoforganizationsbysizeanddirectionofchangeinphilanthropiccontributions,
FY2010comparedwithFY2009................................................................................................. 6
Figure2: Adecadeofchangesinphilanthropicgifts................................................................................. 7
Figure3: Percentageoforganizationsbydirectionofchangeincontributionsreceived,2010compared
with2009,byregion................................................................................................................... 8
Figure4:
Percentage
of
organizations
reporting
direction
and
magnitude
of
change
in
philanthropic
contributions,2010comparedwith2009,bysizeoforganization(expenditures).................... 9
Figure5: Percentageoforganizationsbydirectionofchangeincontributionsreceived,...................... 10
Figure6: Comparisonofpredictedchangeandactualchange............................................................... 11
Figure7: Percentageoforganizationsbydirectionandmagnitudeofchangeinfundraisinggoal,.......12
Figure8: PercentageoforganizationsthatmetordidnotmeetfundraisinggoalforFY2010..............13
Figure9: Rangesfortheppercentageofcontributionsfromeachdonortype,2010............................. 14Figure10:Rangesforthepercentageofcontributionsfromeachdonortypeforverysmallorganizations
(expendituresin2009
7/31/2019 2010 Nonprofit Fundraising Survey
7/47
5 NonprofitResearchCollaborative March2011
Summaryofthestudy
Morethan1,840peopletookthisonlinesurveyinFebruary2011.Most(93percent)wereCEOs,
directorsofdevelopment,financeofficersorothermembersofamanagementteam.
Questionsfocusedonseveralareas.Theseincluded:
Magnitudeanddirectionofchangeincontributionsreceivedin2010,comparedwith2009(fiscalyearwaspermitted)andmagnitudeanddirectionofchangeinfundsreceivedfor10
fundraisingvehicles.
Whetherornottheorganizationmetitsfundraisinggoalsfor2010. Directionandmagnitudeofchangeinresourcesavailablein2010forfundraising,includingstaff,
financialsupport,
and
volunteers.
Theshareoffundsraisedthatwere:o Receivedfromdifferenttypesofdonorso Availableforcurrentexpenditures(operations)o ReceivedfromOctoberthroughDecember
Changesingovernmentgrantdollarsreceivedin2010comparedwith2009. Anticipatedchangesinfundsraisedandexpendituresforfundraisingin2011.
SurveyrespondentscouldentereithertheirEmployerIdentificationNumberortheorganizationsname
andzipcode.TheseresponsesallowedtheresearchteamtousedatafromIRSForms990toclassify
organizationsbysize,location(regionofthecountry),andsubsector(majorcategoryoftheNational
TaxonomyofExemptEntities).
AppendixAcontainsdatatablesprovidingmoredetailforsomeofthecrosstabulations.
AppendixBcontainsthequestionsandresponsecountsforcharitiesthatreceivedgifts,beforedata
cleaning.
7/31/2019 2010 Nonprofit Fundraising Survey
8/47
6 NonprofitResearchCollaborative March2011
ChangesintotalcontributionsreceivedJustoverfourintencharities(43percent)reportedthatphilanthropiccontributionsin2010roseabove
their2009level.Almostonequarter(24percent)foundthatcontributionswereaboutthesameasin
fiscalyear2009.Onethird(33percent)sawsomelevelofdecline.SeeFigure1.
TheFebruary2011resultsforallof2010showanimprovementovertheNovember2010survey
conductedbytheNonprofitResearchCollaborative.InthatNovemberstudy,coveringthefirstnine
monthsof2010,36percentofrespondingcharitiesreportedanincreaseand37percentreporteda
decrease.Thisearly2011surveyaskedforresultsthroughDecember,and43percentreportedan
increase.Thissuggeststhattheuptickanticipatedinthelastweeksof2010mighthaveoccurred.
Figure1:Percentageoforganizationsbysizeanddirectionofchangeinphilanthropiccontributions,FY
2010comparedwithFY2009
Ayearago,theAssociationofFundraisingProfessionalsfoundthat43percentofresponding
organizationssawanincreasein2009,11percenthadcontributionsataboutthesameleveland46saw
anincrease.AFPsurveyeditsmembers;thisstudyreachedalargergroupofcharities,includingAFP
members.
Thisstudyfindsthattheshiftin2010isfromdeclinesingivingtonochange.Thereisnodifference
between2009and2010resultsinthepercentageofcharitiesthatsawgivingincrease.
However,inthisstudy,alargershare(19percent)ofcharitiessawgivingincreasebymorethan15
percentthanwasthecaseayearearlier,whenjustunder14percentsaidgivinggrewby20percentor
more.Thatis,whilethesameoverallpercentageoforganizationssawsomeincreaseinthetwoyears,
morecharitiessurveyedthisspringsawahigherrateofgrowththanayearago.
15
18
24
24
19
Declined b more than 15%
Declinedb lessthan15%
Increased b more than 15%
Increased b less than 15%
Stayedthesame
7/31/2019 2010 Nonprofit Fundraising Survey
9/47
7 NonprofitResearchCollaborative March2011
2010isslightchangefrom2009,withmoreseeingsameresultsthan
declinesMorecharitiesreportedincreasedphilanthropiccontributionsin2010thandeclines.Thisisashiftfrom
2009,whenmorecharitiessurveyedinFebruary2010bytheAssociationofFundraisingProfessionals
sawdeclinescomparedwith2008.Responsesin2010aredistinct,inpart,becauseaboutonequarter
(24percent)
of
organizations
saw
giving
remain
approximately
the
same
as
in
the
year
before.
This
is
morethantwicethepercentagethatsawgivingremainaboutthesamein2009.Thustheshiftin2010is
fromdecreasedasin2009toaboutthesame.SeeFigure2.
Figure2:Adecadeofchangesinphilanthropicgifts
Percentageofrespondingcharitiesreportingchangeincontributionsreceived
3039
27 25 24 24 24
4046
33
10
11
20
10 137
11
1411
24
6049 54
65 6369
65
46
43 43
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Morethanprevious year
Approximatelythesame
Lessthanpreviousyear
Note:2001and2010havedifferentmethodsfrom20022009.Resultsarenotdirectlycomparable.
Theresultsfor2010arenotasstrongasintheeconomicboomyearsofthemid2000swhen60
percentormoreofcharitiesrespondingtoasimilarsurveyreportedincreasedgiving.
2010ismarked,inpart,bytheunusuallylargepercentageofrespondingcharitiesthatnotedthat
contributionswereapproximatelythesameastheprioryear. Innootheryeardoestheshareof
charitieswith
giving
about
the
same
approach
one
quarter,
as
it
did
for
2010.
7/31/2019 2010 Nonprofit Fundraising Survey
10/47
8 NonprofitResearchCollaborative March2011
RegionalvariationinchangesingivingmodestThevariationinchangesingivingbyregionwasslight.TheMidwestshowedasomewhathigher
percentageoforganizationsreportinggrowth(47percentcomparedwith43percentnationally)anda
lowerpercentagewithdeclines(28percentcomparedwith33percentnationally). SeeFigure3.
Figure3:Percentageoforganizationsbydirectionofchangeincontributionsreceived,2010compared
with2009,byregion
33 3328
34 37
24 2225
26 23
43 44 4740 40
Total North Midwest South West
Morethanpreviousyear
Aboutthesame
Lessthanpreviousyear
Regional
definition
in
Methodology
section.
IntheWest,aslightlyhigherpercentagereporteddrops(37percentcomparedwith33percent
nationally)andalowerpercentagereportedincreases(40percentcomparedwith43percent
nationally).
Theseresultsarebasedonresponsesreceivedandmightnotreflectallcharitiesineachregion.
7/31/2019 2010 Nonprofit Fundraising Survey
11/47
9 NonprofitResearchCollaborative March2011
LargerorganizationsmorelikelytoseeincreasedcontributionsamountsIngeneral,organizationswithhigherexpendituresin2009weremorelikelytoseeincreasesin
philanthropiccontributionsreceivedin2010,comparedwith2009.SeeFigure4.
Figure4:Percentageoforganizationsreportingdirectionandmagnitudeofchangeinphilanthropic
contributions,
2010
compared
with
2009,
by
size
of
organization
(expenditures)
2113 10 11
1321
21 18
2824
20 22
1922 31 29
20 21 18 20
Very
small
Small Medium Large
Increasedbymorethan15%
Increasedbylessthan15%
Aboutthesame
Declinedbylessthan15%
Declinedbymorethan15%
Verysmall=Expenditures
7/31/2019 2010 Nonprofit Fundraising Survey
12/47
10 NonprofitResearchCollaborative March2011
ChangeswereconsistentacrossalltypesofcharitiesEverysubsectorsawmorerespondentsreportinggrowthingivingin2010thanadecline.Most
subsectorssawbetween20and30percentoforganizationsreportingthatgivingstayedaboutthesame
in2010asithadbeenin2009.SeeFigure5.
Figure5:Percentageoforganizationsbydirectionofchangeincontributionsreceived,
2010comparedwith2009,bytypeofrecipient(subsector)
3831 30 30
36
1929 30
21
2229
24
26
18
2719
4147
4146
38
63
4452
Increased
Aboutthesame
Declined
*100orfewerrespondents.Usecautionwheninterpretingresults.
Humanservicesorganizationsshowedthelowestpercentageoforganizationsgainingin2010compared
with2009,withjust38percent.Nearlyasmany,36percent,reportedadrop,and26percentsaidgiving
wasaboutthesame.Humanservicesorganizationstendtobesmall,andsmallorganizationsingeneral
werelikelytoseegivingfallin2010.
Just41percentofartsorganizationsand41percentofenvironment/animalsorganizationsreported
growth,although38percentofartsorganizationssawadrop,comparedwith30percentof
environment/animalsorganizations.
Internationalorganizationswerehighlylikelytoreportgrowth,with63percentsayinggivingincreased
in2010.Note,however,thattherewereonly43organizationsrespondingfromtheinternational
subsector,soitisverydifficulttousethisresulttogeneralizeforallinternationalorganizationsinthe
UnitedStates.
7/31/2019 2010 Nonprofit Fundraising Survey
13/47
11 NonprofitResearchCollaborative March2011
FundraisingsuccesslinkedwitheffectivecommunicationsInopenendedresponsesaboutwhatmostaffectedfundraisingresultsin2010,surveyparticipants
notedtheimportanceofeffectivecommunications.Whenclusteredbytheme,thesefivewereoften
cited:
1. Communicatingtheorganizationsmission,impact,andneeds.
2. Increasedeffortsbystaffandboardmembers.
3. Donoroptimismabouttheeconomy.4. Donorsrecognitionofothersneedsdueto
therecession.
5. Increasedfocusongrantsandgrantwriting.
Whatsingleissuemostpositivelyaffectedyourfundraisingin2010?Awarenessofourcausebroughtonby
increasedmediacoverage
Wewereabletodescribetheimpactinspecific
andaccountablewaystothedonors.
TheBoard'scommitmenttoincreasingtheir
fundraisingeffortsandaddingadministrative
andfundraisingstafftoaccommodatethenew
erathatisuponus.
Changesin2010didnotmeetexpectationsstatedinlate2009Ayearago,61percentoforganizationssurveyedbytheAssociationofFundraisingProfessionals(AFP)
anticipatedincreasesincharitablegivingin2010.Amongcharitiesthatparticipatedinthisyearssurvey,
43percentreportedanincreaseinFY2010comparedwith2009.SeeFigure6.
Figure6:Comparisonofpredictedchangeandactualchange
Percentageofrespondingorganizationsindicatingpredictedoractualchange
61
26
13
43
24
33
Increase Approximatelynochange Decrease
Light shade=2009prediction
Darkershade=2010reportedresults
7/31/2019 2010 Nonprofit Fundraising Survey
14/47
12 NonprofitResearchCollaborative March2011
Evenwhileanticipatingincreases,organizationsbudgeted
conservativelyfor2010fundraisinggoalsEventhoughmanyfundraisingprofessionalsearlyin2010anticipatedgrowthingivingduringtheyear,
charities
prepared
budgets
reflecting
slow
growth
in
giving
for
the
year.
About
one
third
set
goals
at
2009levels(31percent).Another23percentprojectedadeclineingiving.Lessthanhalf(46percent)set
abudgetthatreflectedanincreaseinfundsraised.SeeFigure7forabreakdownofthedirectionand
magnitudeofchangeinbudgetedfundraisinggoalsin2010,comparedwith2009.
Figure7:Percentageoforganizationsbydirectionandmagnitudeofchangeinfundraisinggoal,
2010comparedwith2009
Whenanorganizationsetahighergoalthan2009,itwasmostlikely(29percentofallresponding
charities)tosetagoalreflectinglessthan15percentincrease.
9
14
31
18
Goaldeclinedby more
than15%Goalincreased by
morethan15%
Goaldeclined by
less than 15%
Goaldeclinedby less
than15%
Goalstayed the
sameas2009
28
7/31/2019 2010 Nonprofit Fundraising Survey
15/47
13 NonprofitResearchCollaborative March2011
Halfoforganizationsmetfundraisinggoalfor2010Justoverhalf(52percent)ofrespondingorganizationssaidtheymettheir2010fundraisinggoal.Thisis
essentiallynochangefromthe53percentwhoreportedmeetingtheirgoalin2009inAFPsstudyfrom
ayearago.Differentcharitiesparticipatedinthesurveyinthetwoyears:AFPmembersinearly2010
andalargergroupcontactedbytheNonprofitResearchCollaborativemembersinearly2011.
Figure8:PercentageoforganizationsthatmetordidnotmeetfundraisinggoalforFY2010
Yes
52No48
WhileahigherpercentageofcharitiesintheMidwest(55percent)mettheirgoalsthanthe52percent
resultnationallyandalowershareofthoseintheSouth(48percent)mettheirgoalthereisno
statisticallymeaningfuldifferenceinthesepercentages.
Verysmallorganizations(expendituresoflessthan$250,000in2009)weretheleastlikelytomeettheir
fundraisinggoals.Just38percentsaidtheydidsoin2010,comparedwith52percentforall
respondents.Themajority(62percent)saidtheydidnotmeettheirgoal.
Amongmediumsizedorganizations(expendituresof$1millionto$3million)andlargeorganizations
(expendituresof$3millionormore),roughly64percentmettheirgoaland37percentdidnot.These
samepercentageswerereportedbyorganizationsinbothsizecategories.
Aswithregion,thereweredifferencesbysubsector,butthedifferencesarenotmeaningfulgiventhe
lownumberofrespondents.Forexample,59percentofhealthcharitiessaidtheymettheirgoal,and46
percentof
religion
charities.
Across
all
subsectors,
roughly
half
of
the
participating
organizations
met
theirgoalandroughlyhalfdidnot.
7/31/2019 2010 Nonprofit Fundraising Survey
16/47
14 NonprofitResearchCollaborative March2011
PercentageofcontributionsfromeachdonortypeGivingUSAhasreportedsinceitsfirstpublicationin1956thatindividualdonorscontributethelargestshareofthetotalintheUnitedStates.Totestthisnationalresultattheorganizationallevel,thisstudy
askedabouttheshareoffundingfromindividuals,foundations,corporations,andthroughbequests.
Whilenot
amajority
of
all
giving
except
at
very
small
organizations,
individual
giving
is
the
largest
single
sourceofcontributionsinthemajorityoforganizationsparticipatinginthissurvey.
Figure9showshowparticipantsinthissurveyrespondedwhenaskedaboutthepercentageoffunding
thatcomesfromvariousdonortypes.Aboutonequarter(22percent)oforganizationsreported
receiving75to100percentoftheirtotalcontributionsrevenuefromindividuals.Anotherquarter(23
percent)saidtheyreceived50to75percentfromindividualdonors.Institutionaldonorssuchas
foundationsandcorporationsmostoftenaccountedforlessthan10percentofcontributions,and
bequestsoverwhelmingly(for44percentofrespondents)werelessthan10percentofthetotalraised
in2010.
Figure9:Rangesforthepercentageofcontributionsfromeachdonortype,2010
(Thesize
of
the
circle
and
the
number
indicate
the
percentage
of
organizations
that
responded.
Thus,
15
percent
ofparticipantssaidIndividualsgave1to9%oftheirorganizationstotalphilanthropiccontributionsin2010.Not
shownarethepercentagesoforganizationsthatleftthequestionblank.)
Notshownonthegrapharecharitiesthatreportednofundingfromthedonortype.Just3percent
receivednodonationsatallfromindividuals,and18percentofsurveyparticipantssaidtheyhadno
foundationgrants.About20percentofthecharitiesreportednogiftsfrombequestsin2010.Morethan
60percentofcharitieshadnocorporatefunding.Abouthalfoftherespondingorganizations(49
percent)donotreceivefundingfromothercharities.
Individual
Foundation
Bequest
Corporations
Othercharities
2223211715
36
26
44
31
10
4
4 1
11
4
8 4
2
2
19
7
9
22 17
19% 1024% 2449% 5074% 75%100%
Percentageofallcontributionsfromsource
7/31/2019 2010 Nonprofit Fundraising Survey
17/47
15 NonprofitResearchCollaborative March2011
Percentageofcontributionsfromeachdonortype,bysizeThereisnotmuchdifferencebysize,exceptalargershareofverysmallorganizationsinthisstudy
received 75percentormoreoftheircontributionsfromindividualsdonorsthanwasthecasein
organizationswithhigherexpenditurelevels.
Figure10:Rangesforthepercentageofcontributionsfromeachdonortypeforverysmallorganizations
(expendituresin2009
7/31/2019 2010 Nonprofit Fundraising Survey
18/47
16 NonprofitResearchCollaborative March2011
Figure12:Rangesforthepercentageofcontributionsfromeachdonortypeformediumsized
organizations(expendituresof$1millionto$2.99millionin2009)
Figure13:Rangesforthepercentageofcontributionsfromeachdonortypeforlargeorganizations
(expendituresof$3millionormorein2009)
Individual
Foundation
Bequest
Corporations
Othercharities
242417
47
35
8
5
5 0
02
4 1
2
23
7
12
1420
53
34 26 22 8 5
Individual
Foundation
Bequest
Corporations
Othercharities
322311
51
39
10
7
3 1
01
3 2
3
25
18
10
1714
48
40 29 15 8 3
19% 1024% 2449% 5074% 75%100%
Percentageofallcontributionsfromsource
19% 1024% 2449% 5074% 75%100%
Percentageofallcontributionsfromsource
7/31/2019 2010 Nonprofit Fundraising Survey
19/47
17 NonprofitResearchCollaborative March2011
Onaverage,charitiesusesixfundraisingvehiclesMostcharitiesrespondingtothissurveyusedmultiplefundraisingvehicles.Theaverage,mode(most
frequentanswer)andmedian(midpoint)areallsix.Thatis,respondentstothisstudyarehighlylikelyto
reportuseofsixdifferentfundraisingvehicles.
Themostfrequentsourceofdonationswasboardmembers,reportedby87percent.Majorgiftswere
reportedby77percentofrespondents.Methodsofengagingdonorsfromonlinethroughspecialevents
anddirectmailwerereportedbyapproximatelythreequartersofrespondents.Telephoneappealswere
infrequent,usedbyjust18percent.Notethatdirectmailandemailappealsareconsideredtogetheras
directresponseappeals.SeeFigure14.
Figure14:Frequencyofuse*ofdifferentfundraisingvehicles
18
41 42
74 77 77 7879 80
87
*SurveyparticipantscouldselectNAorskipthequestion.Bothwereconsideredevidenceofnotusingthefundraisingvehicle.
Somesurveyparticipantsreportedthattheirorganizationsincreasedfocusongrantsandproposal
writingin2010.
Onewrote,Wereceivedgrantsreceivedfromfoundationsthatwerenotavailablein2009.
Anothersaid: Wearestartingtowriteourowngrantsinternally lessexpensive,moreeffectiveand
timely.
7/31/2019 2010 Nonprofit Fundraising Survey
20/47
18 NonprofitResearchCollaborative March2011
Thenumberoffundraisingvehiclesusedriseswiththeamounttheorganizationraises(notorganization
sizebyexpenditurebutamountraised).Organizationsthatraiselessthan$250,000aremostlikelyto
usebetweenfiveandsevenfundraisingvehicles,ofthe10includedinthestudy.Incontrast,
organizationsthatraised$3millionormorewerehighlylikelytousemorethan7ofthevehicles
included.SeeFigure15.
Figure15: Numberoffundraisingvehiclesusedbyrangeofamountraisedincontributions
24%
8%
3%
4%
8%
44%
22%
16%
14%
12%
22%
47%
56%
62%
73%
7
5,6,or7
7/31/2019 2010 Nonprofit Fundraising Survey
21/47
19 NonprofitResearchCollaborative March2011
Resultsbytypeoffundraisingvehicleshowstrengthinonline,major
gifts,events
Online
giving
tops
list
of
vehicles
showing
growth;
results
mixed
for
most
fundraisingtechniquesFigure16comparesincreases,decreases,andstableamountsraisedbytypeofvehicleused.Forthreeofthemorecommonlyusedfundraisingvehicles,atleasthalfoftheorganizationsthatusedthevehicle
sawgivingincrease.Theseinclude:
Online/Internetgiving,whichrosefor58percentoftheorganizationsusingit,and Majorgiftsandspecialeventnetproceeds,whichbothrosefor50percentoftheorganizations
usingthem.
Although
online
giving
rose
at
more
organizations
using
it
than
other
types
of
fundraising
vehicles
did,
onlinehasbeenreportedelsewhereasaccountingfor10percentorlessthantotalcontributions
receivedatmostcharitiesthatuseit.(GivingUSA2009,GivingUSA2008,BlackbaudinNovember2010)
Lessthanhalfoforganizationssawgrowthinfourothercommonlyusedfundraisingvehicles.
Directresponseappealsyieldedincreaseddonationsat43percentoftheorganizationsusingthem.Athirdoforganizationsusingdirectresponsesawstablerevenue,andnearlyonequarter
(24percent)sawadecline.
Fortypercentoforganizationsusingfoundationproposalsforfundraisingreportedincreasedcontributionsfromthismethodin2010,comparedwith2009.Athirdsawfoundationgrants
remainstableandnearlyonequarter(24percent)sawadeclineinrevenuefromthisvehicle.
Just39percentoforganizationsreceivinggiftsfromboardmemberssawanincreaseincontributedrevenuefromthissource.Almosthalf(49percent)usingboardgivingsawitstay
almostthesameasin2009.
Justoveronethird(34percent)oforganizationsreceivingcorporatecontributions(grantsorgifts)sawanincreasefromthisfundraisingvehicle. Almost4inten(44percent)sawrevenue
fromthis
vehicle
remain
stable,
but
nearly
one
quarter
(22
percent)
saw
adecline.
Thethreeleastusedmethodstelephoneappeals,payrollgiving,andplannedgivingwereamongthemostlikelytostayatthesamelevelsasin2009.Forcharitiesusingthem,halfto60
percentsaidthesevehiclesgeneratedthesameamountasintheprioryear.
7/31/2019 2010 Nonprofit Fundraising Survey
22/47
20 NonprofitResearchCollaborative March2011
Figure16:Fundraisingvehiclesusedin2010andchangesintheamountsraisedthrougheach
74
9
1310
8
5460 52
16 20
18
9 6 13
T ele phone Payr oll Planne d
Gifts
Percentageoforganizations
using
vehiclethatreportedchange
Increasedbymore
than15%
Increasedbyless
than15%
Stayedthesame
Decreasedbyless
than15%
Decreasedby
more
than15%
3 68 8 10 9
45
16 1016 15 13
8
34
44
33
3335
27 49
38
22
27
26 21
29
24
20
12
2317 18 21
15
Online Corporate
gifts
Major
gifts
Directmail
oremail
Foundation
grants
Special
events
Board
Giving
Percentageoforganizationsusingvehiclethat
reportedchange
7/31/2019 2010 Nonprofit Fundraising Survey
23/47
21 NonprofitResearchCollaborative March2011
SomesubsectorsmorelikelytoreportsuccesswithsomevehiclesSometypesofcharitiesshowedresultsdifferentfromtheoverallfindingsbytypeoffundraisingvehicle.
TablesfortheresultsbysubsectorareinAppendixA.Ofparticularnotearethefollowing:
Artscharities: 59percentofparticipatingartsorganizationsthatusedplannedgivingreported
thatrevenue
from
this
vehicle
remained
the
same
in
2010
as
in
2009.
This
is
higherthanthe52percentofcharitiesusingplannedgivingthatreportedstable
revenuefromthissource.Notethatthedifferencereflectsonlytherespondents
tothissurveysoisnotgeneralizabletoallartscharities.
Educationcharities: 55percentusingmajorgiftssaidthatgiftsfromthisvehiclerosein2010,
comparedwith50percentforallcharities.
Environment/animals: Thesecharitiesweremorelikelytoseeboardgivingremainthesameandnot
increasethanallcharitieswere.About69percentofenvironment/animals
charitiessaidboardgivingwasstablein2010,comparedwith49percentofall
charities.
However,environment/animalscharitiesweremorelikelytoreportgrowthin
receiptoffoundationgrantsthanwereothertypesofcharities.Nearlyhalf(47
percent)oftheenvironment/animalscharitiessaidfoundationgrantsrosein
2010comparedwith2009.Thisishigherthanthe40percentofallcharitiesthat
saidfoundationgivingwasup.Again,thisfindingrepresentsthecharitiesthat
respondedtothissurveyandmightnotbegeneralizabletoall
environmental/animalsorganizations.
Healthcharities: Morehealthcharitiesreportedgrowthinrevenuefromeventsthandidcharities
overall.
Of
the
responding
health
charities,
56
percent
said
special
events
proceedsincreasedin2010comparedwith2009.Thisishigherthanthe50
percentofallcharitiesthatfoundgrowthineventfundraising.Thisresultis
basedonresponsesreceivedandmightnotbegeneralizabletoallhealth
organizations.
Publicsocietalbenefit: ThiscategoryincludescollectivefundraisingorganizationssuchasUnitedWay
andJewishfederationsaswellasthinktanks,policycenters,andmore.Alarger
percentageofrespondentsinthiscategorythanamongallcharitiesreported
increasesforthreefundraisingvehicles:events,corporategiving,andplanned
gifts.Forevents,55percentoforganizationsinthisgroupsawanincrease
(comparedwith50percentoverall).Forcorporategiftsandgrants,44percent
oforganizations
in
this
group
saw
an
increase
(compared
with
34
percent
overall),andforplannedgiving,39percentsawanincrease(comparedwith31
percentoverall).Thesedifferencesreflectresponsesreceivedandarenot
necessarilygeneralizable.
7/31/2019 2010 Nonprofit Fundraising Survey
24/47
22 NonprofitResearchCollaborative March2011
Comparisonof2010resultstopriorStateofFundraisingSurveyresultsTheAssociationofFundraisingProfessionals(AFP)begantheStateofFundraisingSurveyinearly2002,
inordertogaugetheresponseofdonorsinthewakeoftheattacksofSeptember11,2001.AFP
continuedtosurveyitsmembersearlyeachyearthrough2010andnowjoinstheNonprofitResearch
Collaborative(NRC).ManyofthequestionsusedinthisreportaredrawnfromAFPsmostrecentState
ofFundraisingSurvey.However,thisyear,theinvitationtothesurveywasdistributedwidely,reaching
nonprofitorganizationswithoutpersonnelwhoareAFPmembers.Thus,whileshownherefor
informationalpurposes,resultsshouldnotbeusedtodrawconclusionsbasedonthisyearcompared
withprioryears.
Thissectionincludes10yearcomparisonsofsurveyresultsforfundraisingvehiclesthatwereincludedin
theAFPStateofFundraisingSurveysandintheNRENonprofitFundraisingSurvey.Methodsnotshown
werenotincludedinboth.
Directresponseappealsmostoftenincreasedat50percentorlessofcharities
Directresponse
appeals,
including
and
messages,
were
used
by
78
percent
of
charitable
organizationsthatparticipatedinthe2011survey.Ofthoseusingdirectresponseappeals,43percent
sawanincreaseinfundsraisedin2010comparedwith2009.SeeFigure17.
Figure17:Tenyearsofsurveyresultsaboutamountsreceivedthroughdirectresponsefundraising
2429
2417
26 2430
39 35
24
3030
33
27
25
10
19
2325
33
4641 43
5649
66
51
38 40 43
2001200220032004200520062007200820092010
Higher
than
pastyear
Stayedthesame
Lowerthanpast
year
Percentagereporting
givingbyvehicle:
Note:Thereweremethodologicaldifferencesinthecompositionofthesamplein2001and2010.Thereisno
statisticalvalidityincomparisonsthatincludeeitherofthoseyears.
7/31/2019 2010 Nonprofit Fundraising Survey
25/47
23 NonprofitResearchCollaborative March2011
Onlinegivingshowsmoreorganizationshadincreasesthandecreasesinallyearsstudied
Amajorityofrespondentsreportedincreasesinonlinegivingineveryyear.SeeFigure18.
Figure18:Tenyearsofsurveyresultsaboutamountsreceivedfromonlinegiving
8 7 4 612
7 1114
9 8
3542
34 30
33
5
2833
31 34
5751
61 6455
88
6153
60 58
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Higherthanpastyear
Stayedthesame
Lowerthanpastyear
Percentagereporting
givingby
vehicle
:
Note:Thereweremethodologicaldifferencesinthecompositionofthesamplein2001and2010.Thereisno
statisticalvalidityincomparisonsthatincludeeitherofthoseyears.
Specialeventsresultsamongthemostvariable
Figure19:Tenyearsofsurveyresultsaboutspecialeventsnetproceeds
20 23 1611
2317
2433
40
22
3433
31
24
22
9
19
24
27
27
46 4453
6555
74
57
4333
50
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Higherthanpastyear
Stayedthesame
Lowerthanpastyear
Note:Thereweremethodologicaldifferencesinthecompositionofthesamplein2001and2010.Thereisno
statisticalvalidityincomparisonsthatincludeeitherofthoseyears.
Percentage
reportinggivingby
vehicle:
7/31/2019 2010 Nonprofit Fundraising Survey
26/47
24 NonprofitResearchCollaborative March2011
Plannedgiving
Figure20:Tenyearsofsurveyresultsaboutamountsreceivedfromplannedgiving
24
29
24 1726
24
30
3935
24
30
30
3327
25 10 19
2325
33
46
41
43 56 49 66 51
38 40 43
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Higherthanpast
year
Stayedthesame
Lowerthanpast
year
Percentagereporting
givingbyvehicle:
Note:Thereweremethodologicaldifferencesinthecompositionofthesamplein2001and2010.Thereisno
statisticalvalidityincomparisonsthatincludeeitherofthoseyears.
Telephonefundraisingshowslowestpercentageofresponsewithincrease,2009and2010
Figure21:Tenyearsofsurveyresultsaboutamountsreceivedfromtelephonefundraising
2535
18
23 23 24 26 20 20 21
31
30
2925 27
11
2849
6454
4435
53 52 50
65
46
31
16
25
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Higherthanpastyear
Stayedthesame
Lowerthanpastyear
Percentagereporting
givingbyvehicle:
Note:Thereweremethodologicaldifferencesinthecompositionofthesamplein2001and2010.Thereisno
statisticalvalidityincomparisonsthatincludeeitherofthoseyears.
7/31/2019 2010 Nonprofit Fundraising Survey
27/47
25 NonprofitResearchCollaborative March2011
ConditionsthataffectedfundraisingNonprofitmanagersdeterminetheinvestmentofresourcespossibleforfundraisingeffortsinthe
contextoftheorganizationsprogramactivitiesandotherfinancialneeds.In2010,mostorganizations
maintainedstablelevelsoffunding,staffing,andvolunteerengagementinfundraising.SeeFigure22.
Figure22:Changesinfinancialresources,staffing,andvolunteersforfundraising,2010comparedwith
2009
10 114
13 8
7
5659
53
14 13
24
7 9 12
Financialresources
availableforthe
developmentfunction
Staffingforthe
developmentfunction
Volunteersassisting
withfundraising
Increasedbymore
than15%
Increasedbylessthan
15%
Stayedthesame
Decreasedbylessthan
15%
Decreasedbymore
than15%
Thebiggestincreaseininvestmentcamefromanincreaseduseofvolunteertimeforfundraising.That
rosebymorethan15percentin12percentoftherespondingorganizationsandby1to15percentat
another24percentofsurveyparticipants.
Anadagesaysthatittakesmoneytomakemoney,andthisstudyconfirmedthat.
Increasedinvestmentinfundraisinganddevelopmentcorrelatedwithmeetingafundraisinggoal.The
strongestcorrelationisforfinancialinvestment(.0226,p
7/31/2019 2010 Nonprofit Fundraising Survey
28/47
26 NonprofitResearchCollaborative March2011
Explorationofrelationshipbetweenfundraisinginvestmentand
changesinfundraisingThissurveyanalysisincludes1,616participants,moreorlessequallydistributedacrossthenationsfour
regions.Respondents,likecharitiesinthecountry,wereoverwhelminglyfromorganizationswith
relativelylowbudgets(under$1million).Theparticipatingorganizationsarenotarandomsampleof
charities,so
statistical
analysis
will
not
generate
results
that
can
be
applied
to
all
charities.
Nonetheless,
byexamininginmoredetailspecificresults,thisreportexploresfurthersomeideasabouthow
fundraisingisconductedandhowchangesinfundraisingaffecttotalcontributions.
Investinginfundraisingcorrelatedpositivelywithincreasedfundraising
proceeds
Almosthalf(48percent)oftheorganizationsthatincreasedfinancialsupportforfundraisingby15percentormoresawcontributionsincreaseby15percentormore.Aboutaquarter(27
percent)sawgivingrise,althoughbylessthan15percent.Combined,threequarters(75
percent)oforganizationsthatincreasedtheirfinancialsupportforfundraisingin2010sawan
increasein
funds
raised.
Less
than
aquarter
(24
percent)
saw
giving
remain
flat
or
fall.
Organizationsthatkeptfinancialinvestmentinfundraisingthesameweremorelikelytoseecontributionsdeclineorstaythesame(56percent)thantheyweretoseecontributionsincrease
(44percent).
Aboutfourin10(43percent)organizationsthatallowedfundraisingexpenditurestodeclineby15percentormoresawcontributionsdeclineby15percentormore.Justoverathirdofthese
organizations(36percent)sawgivingstaythesameorincrease.
Investing
in
fundraising
associated
with
greater
likelihood
of
meeting
fundraisinggoalsFindingswereconsistentforallfourorganizationalsizes.Forverysmall,small,medium,andlarge
organizations:
Declinesofanyamountinfinancialinvestmentanddeclinesinstaffingwerebothassociatedwithalowerprobabilityofmeetingthefundraisinggoal.
Forverysmallandsmallorganizations,areductioninvolunteerengagementinfundraisingwasalsoassociatedwithalowerprobabilityofmeetingtheorganizationsfundraisinggoal.
TheNonprofitOverheadandAdministrativeCostStudy(www.coststudy.org)foundthatraisingfundsfor
administrativeexpenses,
including
fundraising,
was
difficult
in
all
sizes
of
organizations.
This
repeatedly
compromisedorganizationaleffectivenessinmeetingthecharitablemission,asthecharitiesmadedo
withlessinnumerousways.
Verysmall:Expendituresof$250,000orlessin2009;Small:Expendituresof$250,000to$999,999in2009;
Mediumsized:Expendituresof$1millionto$2.99millionin2009;Large:Expendituresof$3millionormorein
2009.
7/31/2019 2010 Nonprofit Fundraising Survey
29/47
27 NonprofitResearchCollaborative March2011
FundingforgeneraloperatingsupportTotalcharitablecontributionswere$304billionin2009,accordingtoGivingUSA2010.Ofthat,approximately$31billionwenttograntmakingandoperatingfoundations.TheCouncilforAidto
Educationreportsthat$11billionofthe$28billioningivingforhighereducationwasforendowmentor
capitalpurposes.Fewotherstudieshavepreviouslyaskedaboutthepurposesofcharitable
contributions
received
at
most
types
of
charities.
Thissurveyfindsthatmorethanhalfoftheorganizationsparticipating(51percent)received75percent
ormoreoftheircontributeddollarsforoperatingsupport.Another13percentsaidbetween50percent
and74percentofcontributionswereforoperatingexpenses.Combined,64percentsaidthathalfor
moreofthecontributionsreceivedwereforgeneraloperations.SeeFigure23.
Figure23:Shareoforganizationsbypercentageoffundsraisedthatwereforoperations
NOTE:Differentshadesareusedtodemonstratetheshareoffundingforoperations,withthelightestshadeindicatingthatno
fundsraisedwereforoperations.Astheshadegetsdarker,theshareforoperationsincreases.
Just7percentreportedthatnoneofthefundsreceivedin2010wereforoperatingexpenses.
Thereisnomeaningfuldifferencebyregion,eventhoughdifferentpercentagesoforganizationsinthe
SouthandtheWestreportedreceiving75percentormoreoftheircontributionsforoperations.Inthe
South,thepercentagewaslower,at48percent,thanthe51percentfoundgenerally.IntheWest,the
percentagewashigher,at55percent.
7
20
8
13
51
None
1 24%
25 49%
50 74%
75 100%Percentageoffundsraisedthatwere
foroperations
Percentageofrespondingorganizations
7/31/2019 2010 Nonprofit Fundraising Survey
30/47
28 NonprofitResearchCollaborative March2011
Operatingexpenseslowershareoftotalateducationandpublicsocietal
benefitorganizationsBytypeofcharity,thissurveyfindsthatamongallorganizationtypes,amajoritysaidthat50percentor
moreoftheircontributionsreceivedwereforfundingoperatingexpenses.Artsorganizationsand
religionrelatedorganizationsweremostlikelytoreportthis,72percentand76percent,respectively.
(Notethattofacilitateunderstandingacrosseighttypesofcharities.Figure24combinescategoriesthat
arereportedseparatelyabove.)Theleastlikelytoreportthat50percentormorewasforoperating
expenseswereeducationorganizations(at54percent)andpublicsocietalbenefitorganizations(at53
percent).
Figure24: Percentageoforganizationsbyshareoffundingforoperatingexpenses,bytypeofcharity
20
31
25
27
24
41
41
16
8
15
6
11
8
3
6
8
72
54
68
62
68
56
53
76
Arts
Education
Environment/Animals
Health
Humanservices
International*
Publicsocietalbenefit
Religion*
0to
24%
2549%
50%ormore
Bysubsector,theseresultscannotbedirectlycomparedtootherstudies,inpartbecausethequestionis
different.TheCouncilforAidtoEducation,initsstudyofhighereducationalinstitutions,foundthat
approximately60percentofanestimated$28billioningivingforthe20092010fiscalyearwasfor
currentoperations.Thisisnotthesameasaskingwhetherthepercentageofcontributionsforoperating
supportfallsinrangea,b,orc,asthisstudydoes.
7/31/2019 2010 Nonprofit Fundraising Survey
31/47
29 NonprofitResearchCollaborative March2011
GivinginthelastquarteroftheyearNonprofitmanagersandmembersofthemediaoftenwanttoknowhowmuchoftheyearsgiving
occursinthelastfewmonthsoftheyear,thesocalledgivingseason. Thissurveyisoneofthefirstto
askthatquestionofalargenumberofcharitiesinallsubsectors.
Figure25:PercentageoforganizationsbywhatshareofcontributionsrevenuearrivedfromOctober
throughDecember
Figure25showsfivelevelsofcontributionsrevenue,fromnoneto50%ormore.Thesizeofthecircle
representsthepercentageoforganizationsthatsaidtheyreceivedthatpercentageofcontributions
revenueinthelastthreemonthsofthecalendaryear.
Thelargestshareofcharitiesinthisstudy(36percent)saidtheyreceive25percentto49percentof
theirtotalcontributionsinthelastthreemonthsoftheyear.Onlyaboutoneinsix(16percent)reported
receiving50percentormoreoftheirtotalcontributionsinthelastthreemonths.However,abouthalf
ofthe
charities
receive
more
than
one
quarter
of
their
contributions
in
the
last
quarter
of
the
year.
If
contributionswereevenlyspaced,wewouldexpecteachcalendarquartertoaccountforroughly25
percentofphilanthropicdollarsreceived.
163631144
0% 19% 1024% 2549% 50%ormore
PercentageofcontributionsarrivingOct. Dec.
7/31/2019 2010 Nonprofit Fundraising Survey
32/47
30 NonprofitResearchCollaborative March2011
Largecharitiesmostlikelytoraise25%ormoreofdollarsinlastmonthsResultsarevirtuallythesameinthegeographicregions(North,Midwest,South,andWest)asforall
respondingcharities.However,thereisvariationbysizeofcharity.Smallerorganizationsaremorelikely
toseetheircontributionsarrivethroughouttheyear,but59percentofthelargestcharitiessaidthat
theyreceive25percentormoreoftheirgiftdollarsinthelastfewmonthsoftheyear.SeeFigure26.
Figure26:Percentageofcharitiesreportingthattheyreceiveupto25percentor25percentormoreof
theircontributionsfromOctoberthroughDecember,bycharitybudgetsize
Thereissomevariationbytypeofrecipientorganization.SeeFigure27:Percentageofcharities
reportingtheshareofcontributionsthatarrivefromOctobertoDecember,bytypeofcharity.
Figure27:PercentageofcharitiesreportingtheshareofcontributionsthatarrivefromOctoberto
December,
by
type
of
charity
49
57
47
42
47
51
38
50
38
51
43
53
58
53
49
62
50
62
All
Arts
Education
Environment
Health
HumanservicesInternational
PublicssocietalbenefitReligion
0to24%25%ormore
55
47
45
41
45
53
55
59
Verysmall
Small
Medium
Large
7/31/2019 2010 Nonprofit Fundraising Survey
33/47
31 NonprofitResearchCollaborative March2011
Anticipatedchangesfor2011Budgetsandplansforfundraisingforthisyearweredraftedinmid tolate2010.Organizations
participatinginthissurveyweregenerallyoptimisticaboutincreasedcontributionsthisyearbutthe
largestportionanticipatedthatstaffingandexpendituresforfundraisingwillremainthesameasfor
2010.Acombinedtotalof63percentprojectthatcontributionswillincreasein2011.Thirtynine
percentanticipateincreasesinexpendituresforfundraising,comparedwith49percentthatsay
expenditureswillremainthesame.Nearlytwothirds(65percent)saythatdevelopmentandfundraising
staffinglevelswillremainthesameasin2010.SeeFigure28.
Figure28:Predictionsforchangesinfundsraised,expendituresforfundraising,andstaffinglevelsin
2011
4 3 3
8 94
25
4965
42
29
18
21
10 10
Charitable
contributions
Totalexpenditures
forfundraising
Developmentor
fundraising
staffinglevel
Increasebymore
than15%
Increasebylessthan
15%
Staythesame
Decreasebymore
than15%
Decreasebyless
than15%
7/31/2019 2010 Nonprofit Fundraising Survey
34/47
32 NonprofitResearchCollaborative March2011
ChallengesaheadRespondentstothesurveycouldwriteinresponsestothequestion:Whatisthesinglebiggest
challenge,orissue,ortrendthatwillaffectfundraisingforyourorganizationin2011?
Whilesome
responding
staff
at
nonprofit
organizations
saw
optimism
for
the
economy
in
2010,
it
was
stillthemostcommonlynamedchallengefor2011.Afewcommentsfromtherespondents:
- Becauseoftheeconomy,donorsdonotwanttocommittomultiyearpledges.- People'sconfidenceintheeconomyandtheirwillingnesstogive.
Respondentsfeelthattheirorganizationsareunderstaffedfor2011.Onesurveyrespondentnoted: I
amaonepersonoperationtoomanyprojects/challengesforoneperson.
Respondentswouldlikeboardmembertobemoreinvolvedin2011.
- Lackofboardinvolvement/boardnotsufficientlypoisedtodomajorgiftfundraising.- Gettingourboardtogetinvolvedingive/getfundraising.Hasneverbeendonebefore
andIamtryingtogetthisimplementedfor2011.
Communicatingtheorganizationsmissionandimpactisalsoseenasanareaneededforsuccessin
2011.
- OurbiggestchallengewillbePR,gettingthewordoutaboutourproject.- Successofanewmarketing/communicationsplanwhichincludesincreasingfinancial
stability.
Theeconomylimitedtheamountsomedonorswerecomfortablecontributingin2010,butitalso
helpeddonorsfeelaconnectiontononprofitorganizationswork.Perhapstheconnectionsmadeduring
therecessionwillturnintocontributionsasconfidenceintheeconomygrows.
7/31/2019 2010 Nonprofit Fundraising Survey
35/47
33 NonprofitResearchCollaborative March2011
ChangesinrevenuefromgovernmentgrantsWhilenottaxdeductiblephilanthropiccontributions,governmentgrantsareamajorsourceoffunding
formanycharitiesandarereportedasaformofpublicsupportonIRSForms990.Manydevelopment
officeshaveresponsibilityforpreparingproposalsforfederalandstatefundingandareheld
accountablefor
their
results
in
this
area
as
they
are
for
gifts
received
from
individuals,
estates,
foundations,corporations,andothercharities.
Thissurveyaskedaboutchangesinamountsreceivedingrantsfromgovernmentsourcesin2010,
followingontheNovember2010surveythatalsoaskedaboutgrantrevenue.
About45percentoforganizationsreportedreceivinggovernmentgrants,andofthose,moresawa
decline(38percent)thansawstablegovernmentfunding(32percent)orincreases(31percent).Thisis
consistentwithearlierassessmentsandwithmediareportsaboutgovernmentbudgetcutbacks.Tothe
extentthat2011stateandfederalgovernmentbudgetsarefurthercuttingexpenses,nonprofit
organizationsarebracingforfurtherdeclinesfromthisrevenuesource.SeeFigure29.
Figure29:
Percentage
of
organizations
by
direction
and
magnitude
of
change
in
government
grant
revenue,2010
(Onlyorganizationsreportinggovernmentgrantrevenuechangesareincluded.)
22
16
32
14
17
Decreased bymore
than15percent
Decreased byless
than15percent
Increased bymorethan
15percent
Increased by
lessthan
15percent
Stayed the
same
7/31/2019 2010 Nonprofit Fundraising Survey
36/47
34 NonprofitResearchCollaborative March2011
TheNonprofitResearchCollaborativeSixorganizationshaveformedtheNonprofitResearchCollaborative.Eachoftheseentitieshas,ata
minimum,adecadeofdirectexperiencecollectinginformationfromnonprofitsconcerningcharitable
receipts,fundraisingpractices,and/orgrantmakingactivities.
Thecollaborativeeffortreducestheburdenoncharities,whichwillreceivefewerrequestsforsurvey
participation.Surveyrespondentswillformapanelovertime,allowingfortrendcomparisonsamong
thesameorganizations.Thisapproachprovidesmoreusefulbenchmarkinginformationthanrepeated
crosssectionalstudies.
Thecollaboratingpartnerstodateare:
AssociationofFundraisingProfessionals,whichsurveyedmembersforanannualstateoffundraisingstudy;
Blackbaud,Inc.,whichpublishesTheBlackbaudIndexandpreparesareportabouttheStateoftheNonprofitIndustry;
TheCenteronPhilanthropyatIndianaUniversity,whichconductsawiderangeofstudiesonphilanthropyandgiving;
TheFoundationCenter,whichprovidesservicestononprofitorganizationsanddocumentstrendsinfoundationgivingworldwide;
GuideStarUSA,Inc.,whichhasissuedannualreportsabouttheimpactoftheeconomyonthenonprofitsectorsince2002;and
TheNationalCenterforCharitableStatisticsattheUrbanInstitute,whichtracksthefinancesandactivitiesofnonprofitorganizationsandpreparestheNonprofitAlmanacandotherpublications
and
resources.
Additionalorganizationsmayjointhecollaborative.Formoreinformation,pleasecontactReema
Bhakta,[email protected].
7/31/2019 2010 Nonprofit Fundraising Survey
37/47
35 NonprofitResearchCollaborative March2011
MethodologyTheonlineonlysurveywasfieldedfromFebruary10toFebruary28,2011.Invitationstoparticipate
weresentbyeachofthecollaboratingpartnerorganizationstoitsownhouselist,and
communicationsfromthepartnerorganizationswentoutthroughsocialmedia(Twitter,Facebook,
LinkedIn)messagingtoreachaswide agroupofcharitiesaspossible.Noestimateofthenumberof
recipientsoftheinvitationtoparticipateispossiblegiventhisviraldistributionmethod.
Atotalof1,845responsesweresubmitted.Notallwereeligibletocompletetheentiresurvey,as173
didnotacceptcontributions.Ofthe1,673whodidreportacceptingcontributions,notallcompleted
enoughquestionstobeanalyzed.Resultsarebasedon1,616responses.
Reportedvaluesarealwayspercentagesofrespondents,andthedenominatorexcludesnon
respondentsforeachquestion.
Becausethesampleisnotrandom,resultsarenotgeneralizabletoallnonprofitorganizationsinthe
UnitedStates.
Some
types
of
organizations
might
have
been
systematically
excluded
from
participating.
Thesecouldincludeverylargeorganizationswhereresponsibilityfortakingonlinesurveysisnot
assigned,organizationsthatfoldedduringtheyearbecausetheydidnothavesufficientfundraising
revenue,organizationsfacingsevereweatherinFebruary2010astheMidwestandEastexperience
numerousstorms,ororganizationsthatdonotuseemailorInternetconnections.
Withaconveniencesample,nomeasuresoferrorcanbecalculated.Whileuseofstatisticalprocedures
doesassumearandomsample,analysisdidincludeChisquaretestsfordifferencesforthissetof
respondents.Whenadifferenceisreportedamongtheserespondents,thepvalueisalways0.05or
lower.
7/31/2019 2010 Nonprofit Fundraising Survey
38/47
36
RegionTheregioStatisticssurveys(Codingfo
Image:httpDistributi
naldefinitionprovidedstarwithorgan
rregionswa
://nces.ed.gov/
onofrespon
401
Northeast
sarethoseoeinformatioizationalnadoneatthe
nationsreportca
dentsbyreg
458
Midwest
NonprofitR
ftheU.S.CenbasedontesandzipcCenteronP
rd/NDEHelp/W
ion526
South
searchColla
susBureau.eEmployerdes,forthoilanthropya
bHelp/Welcom
459
West
borative
TheNationaIdentificatio
erespondenIndianaUni
e_to_the_NAE
lCenterforCNumberssutswhodidnversity.
_Data_Explore
March
haritablebmittedwittincludean
.htm
2011
theEIN).
7/31/2019 2010 Nonprofit Fundraising Survey
39/47
37 NonprofitResearchCollaborative March2011
SizeSizeisbasedonexpendituresreportedonIRSForms990for2009.TheNationalCenterforCharitable
Statisticsmatched990datawithEmployerIdentificationNumberssubmittedwiththesurveys(orwith
organizationalnamesandzipcodes,forthoserespondentswhodidnotincludeanEIN).Thesizesused
areasfollows:
VerySmall:expenditureslessthan$250,000 Small:expendituresof$250,000to$999,999 Mediumsize:expendituresof$1millionto$2.99million Large:expendituresof$3millionormore
Thesecategorieswereselectedinpartonthedistributionofthesizesoftheparticipatingcharities,so
thatthefourcategorieshaveroughlysimilarnumbersofrespondents.
Distributionofrespondentsbysizecategory,basedon2009totalexpenditures566
368400
282
Verysmall Small Mediumsized Large
7/31/2019 2010 Nonprofit Fundraising Survey
40/47
38 NonprofitResearchCollaborative March2011
OrganizationsbyamountraisedInadditiontolookingattotalexpenditures,organizationswerealsoorganizedbyamountraised.Some
largeorganizationsreceivesignificantportionsoftheirrevenuefromfeesforserviceorgovernment
contracts,sodonotraiseamajorityoftheirfundingthroughphilanthropicgifts.Thus,anorganizationin
thelargeexpenditurecategorymightraiselessthan$250,000.However,whenanalyzingthenumberof
fundraisingvehicles
used
based
on
organizational
characteristics,
we
used
the
amount
raised
rather
thantheoverallexpenditurelevel.
Mostorganizationsthatparticipatedinthissurveyraisedlessthan$250,000in2010.
Distributionofrespondentsby2010amountsraised
925
264 236 242178
7/31/2019 2010 Nonprofit Fundraising Survey
41/47
39 NonprofitResearchCollaborative March2011
SubsectorcodesBecauseorganizationscouldprovidetheirEmployerIdentificationNumbers(EIN),subsectorassignment
wasbasedonclassificationdoneattheNationalCenterforCharitableStatisticsfollowingtheNational
TaxonomyofExemptEntities.SomeorganizationsdidnotprovideanEINandaspartofthesurvey,they
couldidentifytheirorganizationaltypebyselectingfromalistof26categories,whichareusedbythe
IRSfor
classification.
Related
categories
were
then
aggregated
into
subsectors
(or
major
groups)
to
provideabroaderviewofthenonprofitworld.
ThemajorgroupsusedbytheNationalTaxonomyofExemptEntitiescorrespondtosubsectorstracked
byotherpublications,includingGivingUSA.Theyare
I. Arts,Culture,andHumanities
II. Education
III. Environment/Animals
IV. Health
V. HumanServices
VI.
International,Foreign
Affairs
VII. PublicSocietalBenefit
VIII. ReligionRelated
IX. Mutual/MembershipBenefit
X. Unknown,Unclassified
DistributionofparticipantsbyNTEEmajorcategory/subsector
*Lownumberofresponses.Oflimiteduseininterpretingresults.
265197 167
250
585
43
238
100
7/31/2019 2010 Nonprofit Fundraising Survey
42/47
AppendixA:1 NonprofitResearchCollaborative March2011
AppendixADatatablesshowingresultsbysubsectorbyfundraisingvehicle
Notshownaretwofundraisingvehicles:Payrolldeductionsandtelephone.AlsonotshownareorganizationsintheInternationalandReligionsubsectors,duetoalownumbersofrespondentsineach.ARTS
Percentageusingvehicleandpercentagesreportingdirectionofchangeincontributionsin2010comparedwith2009Percentage
Using 57 69 80 68 75 28 77 75Mail Internet Board Majorgifts Events PlannedGifts Foundations Corporations
Increased 44 51 45 48 49 30 38 34Stayedthesame 34 41 40 36 29 59 34 39Decreased 22 9 15 16 23 11 29 27EDUCATIONPercentageusingvehicleandpercentagesreportingdirectionofchangeincontributionsin2010comparedwith2009Percentage
Using 68 65 76 66 69 37 65 66Mail Internet Board Majorgifts Events Plannedgifts Foundations Corporations
Increased 41 57 39 55 48 32 32 30Stayedthesame 34 35 47 23 32 45 40 42Decreased 25 8 14 22 21 23 28 27ENVIRONMENT/ANIMALSPercentageusingvehicleandpercentagesreportingdirectionofchangeincontributionsin2010comparedwith2009Percentage
Using 71 74 71 68 76 37 71 62Mail Internet Board Majorgifts Events Plannedgifts Foundations Corporations
Increased 42 61 27 46 43 27 47 32Stayedthesame 37 28 61 37 37 53 30 43Decreased 21 11 12 17 20 20 23 25
7/31/2019 2010 Nonprofit Fundraising Survey
43/47
AppendixA:2 NonprofitResearchCollaborative March2011
HEALTHPercentageusingvehicleandpercentagesreportingdirectionofchangeincontributionsin2010comparedwith2009PercentageUsing 74 70 81 70 74 42 73 75
Mail Internet Board Majorgifts Events Plannedgifts Foundations CorporationsIncreased 41 60 40 50 56 32 43 33Stayedthesame 35 34 48 33 18 58 32 48Decreased 24 6 12 17 25 10 25 19HUMANSERVICESPercentageusingvehicleandpercentagesreportingdirectionofchangeincontributionsin2010compared
with
2009
Percentage
Using 68 64 79 69 76 40 75 72Mail Internet Board Majorgifts Events PlannedGifts Foundations Corporations
Increased 43 57 38 45 49 29 41 32Stayedthesame 31 33 52 35 27 51 36 47Decreased 27 10 10 20 24 19 23 22PUBLICSOCIETALBENEFITPercentageusingvehicleandpercentagesreportingdirectionofchangeincontributionsin2010comparedwith2009Percentage
Using 66 61 80 67 67 34 63 66Mail Internet Board Majorgifts Events Plannedgifts Foundation Corporations
Increased 44 57 42 53 55 39 38 44Stayedthesame 37 40 47 32 25 50 38 37Decreased 19 3 11 15 20 11 24 19
7/31/2019 2010 Nonprofit Fundraising Survey
44/47
AppendixB
AppendixB:p.1
Preliminary Results of the 2011 Nonprofit Fundraising Survey
These figures are based on the respondents who answered the questions to date. The final results will be released in March.What were your organization's cumulative gross dollars raised in FY 2010 from all private philanthropic sources?
Count Percen
Less than $250,000 925 50.1
$250,001 - $500,000 265 14.3
$500,001 - $1 million 236 12.8
$1,000,001 - $3 million 242 13.1
$3,000,001 - $5 million 59 3.2
$5,000,001 - $10 million 48 2.6
$10,000,001 - $50 million 50 2.7
$50,000,001 - $75 million 6 0.3
More than $75 million 16 0.9
Total: 1,847 100.0
How have your organization's gross dollars raised from all philanthropic sources changed from FY2009 to
FY2010?
Count Percen
declined by more than 15% 278 15.1
declined by less than 15% 329 17.8
stayed the same 449 24.3
increased by less than 15% 448 24.3
increased by more than 15% 343 18.6
Total: 1,847 100.0
Did you reach your fundraising dollar goal in 2010?
Count Percen
Yes 870 47.1
No 811 43.9
Not applicable 166 9.0
Total: 1,847 100.0How did your fundraising dollar goal in 2010 change from your goal in 2009?
Count Percen
declined by more than 15% 154 9.2
declined by less than 15% 233 13.9
Sstayed the same 515 30.6
increased by less than 15% 479 28.5
7/31/2019 2010 Nonprofit Fundraising Survey
45/47
AppendixB
AppendixB:p.2
increased by more than 15% 300 17.8
Total: 1,681 100.0
Approximately what percentage of your organizations total contributions in FY 2010 arrived from October
through December?
Count Percen
None 66 3.61-9% 263 14.4
10-24% 562 30.8
25-49% 647 35.5
50% or more 285 15.6
Total: 1,823 100.0
Approximately what percentage of your organizations contributions received in FY 2010 came from the following
sources?
0% 1-10% 10-24% 25-49% 50-74% 75-100% N/A
Individuals 43 (2.48%) 250 (14.41%)
288 (16.60%) 353 (20.35%) 403 (23.23%) 385 (22.19%)
12 (0.69%)
Foundations 300 (17.29%) 512 (29.51%)
377 (21.73%) 279 (16.08%) 142 (8.18%) 62 (3.57%)
46 (2.65%)
Corporations 344 (19.83%) 740 (42.65%)
327 (18.85%) 164 (9.45%) 73 (4.21%) 27 (1.56%)
43 (2.48%)
Bequests or from trustdistributions from estates
978 (56.37%) 400 (23.05%)
109 (6.28%)
55 (3.17%)
19 (1.10%) 8 (0.46%)
136 (7.84%)
Other charities (such as UnitedWay, congregations or CombinedFederal Campaign)
767 (44.21%) 562 (32.39%)
146 (8.41%)
65 (3.75%)
28 (1.61%) 13 (0.75%)
122 (7.03%)
Please indicate how amounts received in FY 2010 changed from those received in FY2009 from the following
sources:
Decreased by morethan 15%
Decreased by lessthan 15%
Stayed thesame
Increased by lessthan 15%
Increased by morethan 15%
N/A
Direct mail/e-mail 103 (6.21%) 204 (12.30%)
434 (26.18%) 335 (20.21%) 217 (13.09%)
365 (22.01%)
Telephone fundraising 22 (1.33%) 40 (2.41%)
161 (9.71%) 48 (2.90%) 25 (1.51%)
1357 (81.85%)
Online/Internet giving 38 (2.29%) 58 (3.50%)
418 (25.21%) 464 (27.99%) 250 (15.08%)
422 (25.45%)
Board giving 55 (3.32%) 116 (7.00%)
708 (42.70%) 341 (20.57%) 219 (13.21%)
211 (12.73%)
Major gifts* 98 (5.91%) 123 (7.42%)
418 (25.21%) 342 (20.63%) 287 (17.31%)
385 (23.22%)
Special events/net-eventproceeds
119 (7.18%) 180 (10.86%)
364 (21.95%)
387 (23.34%) 284 (17.13%)
320 (19.30%)
Planned gifts: estates, trustdistributions, annuitydistribution
59 (3.56%) 56 (3.38%)
356 (21.47%)
127 (7.66%) 90 (5.43%)
965 (58.20%)
Foundation grants 123 (7.42%) 202 (12.18%)
460 (27.74%) 281 (16.95%) 242 (14.60%)
345 (20.81%)
7/31/2019 2010 Nonprofit Fundraising Survey
46/47
AppendixB
AppendixB:p.3
Corporate gifts or grants 77 (4.64%) 206 (12.42%)
555 (33.47%) 286 (17.25%) 149 (8.99%)
378 (22.80%)
Payroll giving 28 (1.69%) 66 (3.98%)
411 (24.79%) 138 (8.32%) 4 3 (2.59%)
967 (58.32%)
*MAJOR GIFT: An order of magnitude higher than the organizations usual range of gift amount (e.g., $1,000 if typical is $100) andhas the potential to have a significant impact on the organization.
Approximately, what percentage of the total amount raised in contributions was for annual operations (as distinctfrom endowment gifts, capital expenditures)?
Count Percen
None 122 7.
1-24% 327 19.
25-49% 137 8.
50-74% 216 13.
75 -100% 847 51.
Total: 1,649 100.
How did the following conditions affect your fundraising efforts in FY2010, compared to 2009?
Decreased by morethan 15%
Decreased by lessthan 15%
Stayed thesame
Increased by lessthan 15%
Increased by morethan 15%
N/A
Financial resources available forthe development function
142 (8.66%) 187 (11.41%)
790 (48.20%)
193 (11.78%) 97 (5.92%)
225 (13.73%)
Staffing for developmentfunction
142 (8.66%) 110 (6.71%)
781 (47.65%)
176 (10.74%) 116 (7.08%)
303 (18.49%)
Volunteers assisting with
fundraising
54 (3.29%) 101 (6.16%)
724 (44.17%)
327 (19.95%) 169 (10.31%)
250 (15.25%)
Other (please specify): 10 (0.61%) 7 (0.43%)
27 (1.65%) 12 (0.73%) 22 (1.34%)
521 (31.79%)
How do you anticipate the following conditions will change in FY2011 compared to FY2010?
Decrease by morethan 15%
Decrease by lessthan 15%
Stay the sameIncrease by less
than 15%Increase by more
than 15%N/A
Income from charitablecontributions
67 (4.10%) 134 (8.19%)
392 (23.96%)
662 (40.46%) 338 (20.66%)
43 (2.63%)
Total expenditures for
fundraising
48 (2.93%) 149 (9.11%)
780 (47.68%)
449 (27.44%) 163 (9.96%)
47 (2.87%)
Development/fundraisingstaffing level
52 (3.18%) 55 (3.36%)
965 (58.99%)
263 (16.08%) 142 (8.68%)
158 (9.66%)
How have your organizations gross dollars raised from government grants changed from FY2009 to FY2010?
Count Percen
7/31/2019 2010 Nonprofit Fundraising Survey
47/47
AppendixBdeclined by more than 15% 179 11.0
declined by less than 15% 130 8.0
stayed the same 260 16.0
increased by less than 15% 115 7.1
increased by more than 15% 140 8.6
N/A, do not receive government grants 797 49.2
Total: 1,621 100.0
For classification purposes, what is your primary responsibility with the organization?
Count Percen
CEO/Executive Director/President 625 38.6
Chief Financial Officer/Organization Treasurer 114 7.0
Executive Officer (other than CEO/Executive Director or CFO/Treasurer 121 7.5
Fiscal/Finance (Other than Chief Financial Officer or Organization Treasurer) 26 1.6
Board Member/Board Director/Trustee 73 4.5
Development/Fundraising 547 33.8
Programs and Services 25 1.5
Communications 7 0.4
Marketing 12 0.7
Technology 2 0.1
Volunteer 12 0.7
Other (please specify): 56 3.5
Total: 1,620 100.0
What was your organization's annual operating budget in FY2010?
Count Percen
Less than $25,000 170 10.5
$25,000 - $99,000 195 12.1
$100,000 - $249,999 202 12.5
$250,000 - $499,999 179 11.1
$500,000 - $999,999 188 11.6
$1,000,000 - $2.99 million 296 18.3
$3,000,000 - $4.99 million 104 6.4
$5,000,000 - $9.99 million 101 6.2
$10,000,000 - $49.99 million 142 8.8
$50,000,000 - $75 million 18 1.1
More than $75 million 22 1.4
Total: 1,617 100.0