DMA Nonprofit Federation Honors American Society for the Prevention of Cruelty to Animals (ASPCA) as 2009 Nonprofit Organization of the Year
August 3, 2009
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The ASPCA’s introduction of DRTV in 2004 has strongly impacted the growth in their number of monthly giving donors, increasing that percentage by almost 700 percent. This, in turn has resulted in the percentage of their overall net direct marketing revenue generated from monthly giving donors to increase from 21 percent in 2003, to more than 50 percent today.
Over the last four years, the ASPCA has also seen extensive growth in its direct marketing fundraising program. During this timeframe, their direct marketing revenue has increased by more than 150 percent. Within the last two years alone, they have seen double-digit increases for nearly every key performance metric including: gross revenue; revenue per donor; number of new donors; gift frequency; and number of gifts.
The ASPCA has also implemented several cutting-edge strategies over the last few years, including an innovative Prospect Conversion Program aimed at non members and an online, integrated, multichannel acquisition program, that have successfully expanded the scope and impact of their online fundraising. These efforts have resulted in the number of their online registered members to increase by 65 percent from 2007 – 2008 and their online revenues having increased by 126 percent since 2006.
Past recipients of DMANF’s Nonprofit Organization of the Year Award include: Operation Smile; Doctors without Borders; American Diabetes Association; CARE; Mothers Against Drunk Driving; and Marine Toys for Tots Foundation. For a full list of DMANF Nonprofit Organization of the Year Award winners, please click here.
About the Nonprofit Federation of the DMA
The Nonprofit Federation of the Direct Marketing Association (DMA) is the leading association for nonprofit organizations that use direct marketing channels such as mail, Internet, email, telephone, and social networking to gain support from individual donors. For more than 25 years, the Nonprofit Federation (and its predecessor organizations) has served as an effective advocate for nonprofits both in Washington, DC and in all 50 states regarding postal rates and delivery service, data protection, fundraising accountability, and other legislative and regulatory issues that affect nonprofit fundraising. It also leads the way in professional education, market intelligence, and networking for its more than 400 member organizations. In 2007, Americans gave $229 billion to nonprofit organizations; the majority of those donations were the result of direct marketing. For additional information on the Nonprofit Federation, its work, and its member benefits, visit www.nonprofitfederation.org.
About the American Society for the Prevention of Cruelty to Animals (ASPCA)
Founded in 1866, the ASPCA® (The American Society for the Prevention of Cruelty to Animals®) was the first humane organization established in the Americas, and today has more than one million supporters throughout North America. A 501 [c] [3] not-for-profit corporation, the ASPCA’s mission is to provide effective means for the prevention of cruelty to animals throughout the United States. The ASPCA provides local and national leadership in animal-assisted therapy, animal behavior, animal poison control, anti-cruelty, humane education, legislative services, and shelter outreach. The New York City headquarters houses a full-service, accredited animal hospital, adoption center, and mobile clinic outreach program. The Humane Law Enforcement department enforces New York’s animal cruelty laws and is featured on the reality television series “Animal Precinct” on Animal Planet. For more information, please visit www.aspca.org.
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Art & Science of Multichannel Fundraising
