Overall, we invest more than 80 cents of every dollar donated on research, education and community
outreach to end heart disease and stroke. About 18 cents covers general operating expenses and
fundraising costs, including our outside direct telemarketing support, as documented in our annual
report, available online, and verified by an independent audit. This aggregated complete picture
provides a great view of an organization’s good stewardship of the funds entrusted to them.
In regards to InfoCision: Each Association fundraising campaign has different goals, and costs vary
depending on the type of campaign. Campaigns to acquire and cultivate new donors, such as the
campaign conducted by InfoCision, are costlier than those seeking renewal gifts from previously
established supporters. According to the Harvard Business report, the long-term value of outside direct
marketing for charities significantly changes that return on investment. That has been our experience,
too. This strategy is used by leading nonprofits and is the fastest and least expensive way to personally
contact potential new supporters across the country. Acquiring new donors is always much more
expensive than requests for continued support.
We are committed to providing our supporters an explanation of our fundraising practices and
information about our extraordinary impact as a relentless force for a world of longer, healthier lives.
We are proud to have funded more cardiovascular and stroke research than any U.S. organization
except the federal government – more than $4.5 billion since 1949. In part, our efforts train more than
22 million people each year in CPR and have led to many lifesaving advancements that have helped
reduce total cardiovascular disease mortality by more than 35 percent since 1999.
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Email statement from Suzanne Grant, spokeswoman for the American Heart Association