Barton Cotton Partners with Generation5 to Bring Donor Momentum to Canada

    Partnership Offers Canadian Non-Profits Ability to Quantify and
    Capitalize on Their Fundraising Opportunities

    TORONTO, Oct. 2 /CNW/ - Generation5, the leader in North American
consumer intelligence, announced a partnership with Barton Cotton, a leading
full service agency focusing exclusively on nonprofits in North America.
Generation5 will provide Barton Cotton with Canadian consumer insight, helping
Canadian non-profits understand their donors and target them to drive higher
    "We are excited to be a part of Barton Cotton's offering" said
Generation5 CEO Milorad Krneta. "They have a great track record working with
non-profits and conduct the most disciplined, data-driven analysis we've ever
seen. By giving them the best insight into the Canadian consumer, we're sure
we can help Canadian non-profits do a lot of good."
    Barton Cotton's Donor Momentum(TM) program changes the way non profits
think about fundraising effectiveness. Non-profits are able to quantify their
past fundraising performance and their future fundraising potential. Barton
Cotton creates a strategic marketing plan based on a non-profit's Donor
Momentum score. The plan looks at how to do things like improve acquisition
efforts, retain loyal donors, re-engage lapsed donors, and increase average
size of gift.
    "By Partnering with Generation5 we can help Canadian non-profits
understand their best donors and directly target their constituents with
pinpoint accuracy," said Mark Blankenship, CEO of Barton Cotton. "As an
agency, we pride ourselves on analytics. We're pleased to be working with
Generation5 who take analytics seriously."
    "Generally about twenty percent of constituents produce eighty percent of
an organization's net income," said Blankenship. "Generation5 helps put that
twenty percent into sharp focus."

    About Barton Cotton
    Barton Cotton has grown over almost 80 years into a leading agency
serving some of the world's best known nonprofit organizations. With
full-service capabilities that include strategy, analytics of donor insight,
creative, affinity marketing, DRTV, internet marketing and public relations,
the company has helped over 150 nonprofit groups meet and exceed their
fundraising objectives. Barton Cotton uses a proprietary methodology of
algorithms to measure an organization's Donor Momentum(TM); a calculation that
studies donor behavior to assess past fundraising performance and accurately
forecast future patterns and revenues. Barton Cotton is headquartered in the
Baltimore-Washington corridor and is one of the country's oldest and most
venerated firms serving the nonprofit industry with clients that include
Canadian Wildlife Federation, Red Cross Western Zone, UNICEF Canada and more.
For more information, visit

    About Generation5
    Generation5(C) provides the most precise consumer intelligence in North
America, helping marketers achieve more effective targeted marketing and brand
management. Generation5 makes it easy for marketers to turn insight into
action by producing accurate predictions of consumer behavior for every
household, postal code and ZIP+4. As a result, they are able to directly
target customers through direct mail and trade promotion, driving dramatically
higher response rates and sales. Generation5 customers include leading brands
like Citibank, TJX, Kraft and Rogers. For more information, visit

For further information:

For further information: John Buten, VP, Marketing, Generation5,
Telephone: (416) 441-6800 x276,; Parissa Snider,
Director, Corporate Communications, Barton Cotton, Telephone (410) 204-7532,

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