Two eye-opening facts for non-profits.

We all know that gas and oil prices dominate the news these days, as do stories about the housing and mortgage crisis. With that in mind, it was encouraging to read a recent article in the Philanthropy Journal titled, “U.S. giving hits record $306 billion." The article cites a report released on Monday by the Giving USA Foundation™. Researched and written by the Center on Philanthropy at Indiana University, the study reveals that in 2007 Americans donated $306.39 billion. That represents a 3.9 percent increase over 2006 giving.

And despite the concerns about the U.S. economy in general, Del Martin, chair of the Giving USA Foundation expressed optimism about 2008 giving, saying that, “Giving seems to be somewhat recession-proof.”

So how are non-profits finding donors? In a recent article, Deliver magazine reported that non-profits predominantly rely on direct mail to reach their potential contributors. Data shows that every dollar spent on direct mail generates $16 in revenue--three times higher than the return for general advertising.

Giving is on the rise, and direct mail is helping to secure donors. Knowing these two facts will help non-profits confidently invest in marketing even in today's tough market.