Index of Direct Marketing Fundraising

The Blackbaud Target Analytics donorCentrics Index of Direct Marketing Fundraising analyzes direct marketing giving for many of the largest non-profit organizations in the country. For the twelve months ending Q4 2018, Blackbaud Target Analytics evaluated transactions from 59 organizations, including more than 30 million donors and 78 million gifts totaling over $2.9 billion in revenue.


The Target Index reports on direct marketing giving only. Direct mail is the dominant revenue source for most organizations, but web, telemarketing, canvassing, and other gifts considered to be direct marketing are also included. Individual payments greater than $10,000, soft credits, and matching gift payments are excluded.

Quarterly results are reported on a calendar year basis. This report includes results through December 2018. Index findings are based on analysis of actual donor transactions, not survey responses from fundraisers. All calculated measures have been reviewed by participants for accuracy.

The Q1 2019 Index call is scheduled for June 2019.

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