Target

Following is a sampling of new-to-the-market and newly managed lists.

Donations to The Salvation Army's iconic red kettles set a new national record of $130 million in 2008, surpassing the previous record of $118 million set in 2007.  The $130 million raised represents a 10 percent growth in donations year-over-year — the largest one-year jump since 1997.

Grantmakers are not delivering as much social benefit as they could, according to the new Criteria for Philanthropy at Its Best: Benchmarks to Assess and Enhance Grantmaker Impact by the National Committee for Responsive Philanthropy.  The criteria, to be released on Tuesday at the National Press Club, is the first ever set of measurable guidelines foundations and other grantmaking institutions can use to maximize their contributions to society and make a positive difference in the world today.

Following is a sampling of new-to-the-market and newly managed lists.

Almost half of direct marketers (48%) use bilingual promotions to target Hispanics, while 20% use only English and 12% use only Spanish, according to a recent survey by the Direct Marketing Association. The remaining 20% use separate English and Spanish versions.

Why do people give? Because they are asked. Why do they give the amount they give? Because that’s the amount they are asked for.

These are two basic principles that Katherine Swank, a consultant with Blackbaud’s Target Analytics, encouraged attendees at Blackbaud’s 2008 Conference for Nonprofits held last month to accept as the truth.

Swank said that the trick during a recession is to keep asking, and to ask for the right amount. The key to asking for the right amount is knowing your constituency and pinpointing which prospects have the greatest giving potential, she said.

Many nonprofits are feeling the impact of the financial crisis — in particular those reliant on corporate gifts. Others are bracing themselves for challenging conditions. In difficult economic times, it can be a natural reaction to stop all new investments. Yet, building strong constituent relationships and acquiring new donors to replenish losses is more important than ever.

Nonprofits must adopt a strategic approach to their fundraising investments, cutting less efficient areas and investing where gains can be realized. The traditional fundraising model has been in decline for some time. The financial crisis and competition for donor dollars has heightened the imperative to change models today, re-allocating investment from waning traditional fundraising approaches to new approaches that incorporate the online channel.

According to Giving USA 2007, charitable bequests totaled an estimated $22.91 billion in 2006. As in recent years, these charitable bequests made up less than 8 percent of the estimated total giving that year. But research shows that one in three individuals would be willing to consider having a charity named in his or her will. These findings support the belief that organizations need to focus on upgrading donor consideration into donor action, especially for planned gifts. What does this mean for you? Whether you are beginning a new program or hoping to invigorate an existing planned-giving effort, you are far more likely to

21st Century Investor Postal List: Target 46,399 subscribers to a newsletter on how to become wealthy by investing in companies that are changing the way the world works. Price: $190/M. Call: MetaResponse Group, 954.360.0644; or visit www.metaresponse.com. 3-N-1 Direct — Book Buyers & Reading Enthusiasts: Target 2.3 million book buyers and reading enthusiasts. Price: $95/M. Call: Media Source Solutions, 866.641.3003; e-mail sales@mediasourcesolutions.com; or visit www.mediasourcesolutions.com. A+ Bridal: Target 321,458 women who have requested a catalog featuring wedding invitations and personalized accessories. Price: $95/M. Call: A+ Media Group, 847.636.2754; or visit www.aplusmg.com. Action Against Hunger: Target 2,300 donors to

For most businesses and organizations, a Web site started out as an online billboard or brochure. As technology has changed — and it has done so at breakneck speed the last several years — Web sites have become online locations where audiences expect to get real services and take actions important to them. “Modernizing” your Web presence — particularly if it involves multiple sites, complex e-commerce applications or extensive libraries of content — can be a long, costly (and sometimes painful) experience. Our questionnaire can help you make an informed decision. The key is to keep sight of your organization’s goals and your audience’s