What Allegiance Group + Pursuant does

Allegiance Group + Pursuant (AGP) is a US-based, full-service agency and technology provider serving nonprofit organizations across nine verticals including food banks, hospitals, public media, faith-based groups, arts and culture, environment and animal welfare, health and human services, professional associations, and societal benefit causes. Headquartered in Fargo, the company was assembled through the 2019 acquisition of Beaconfire RED, the 2023 acquisition of The Pursuant Group, and the 2026 unification of Allegiance Group, Pursuant, GivingDNA, and Beaconfire RED under a single AGP brand. AGP delivers integrated fundraising, marketing, brand, and analytics services supported by proprietary technology including the GivingDNA donor analytics and wealth screening platform (200+ clients), the Allyra online fundraising platform and Public Media CRM purpose-built for public media stations (220+ station partners), and AI-enabled modules for supporter search, SEO/AEO/GEO optimization, and predictive donor prioritization.

The business operates a hybrid revenue model combining professional services engagements (strategy, creative, direct mail, digital fundraising, paid media, account management) with subscription or bundled technology licensing for GivingDNA, Allyra, the Public Media CRM, and add-on AI products. The company employs 51-100 staff organized around verticalized client teams with dedicated SVP/EVP/VP leadership for client experience, client relationships, integrated media solutions, analytics and optimization, data solutions and campaign deployment, technology, AI strategy, and product. The go-to-market is sales-led and consultative, with separate phone lines for sales, software support, and general inquiries, plus a heavy content-marketing engine (105 articles, 33 guides, 43 podcasts, 26 webinars) targeting nonprofit decision-makers.

AGP is privately held and recapitalized in November 2025 with strategic investments from Eagle Private Capital and 424 Capital to fund 2026 expansion, product development, and data intelligence enhancements. Customers include City of Hope, NAMI, Philabundance, Washington National Cathedral, National Audubon Society, Houston SPCA, Chesapeake Bay Foundation, Community Health Network Foundation, Northern Illinois Food Bank, Michigan Public, and Georgia Public Broadcasting among others, with case-study outcomes frequently citing double- to triple-digit lifts in donor counts, response rates, sustainer revenue, and ROAS.

Name

Allegiance Group + Pursuant

Legal name

AGP

Website

https://teamallegiance.com

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

51–100 employees

Short description

Allegiance Group + Pursuant (AGP) is a US-based, full-service agency and technology provider delivering fundraising, marketing, analytics, and proprietary platforms (GivingDNA, Allyra, Public Media CRM) to nonprofit organizations across nine verticals including food banks, hospitals, public media, and faith-based groups.

Ownership category

akta.pro rank

Product category

Nonprofit Fundraising Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Account-Based Marketing (ABM) Services (BPAFAKAG)

akta.pro secondary industry

B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

Keywords

• Nonprofit fundraising services
• Donor analytics software
• Direct mail fundraising
• Public media CRM
• Digital fundraising campaigns

Headquarters

HQ city

Fargo

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Services - Fundraising Consulting: AGP provides comprehensive fundraising, marketing, and technology consulting services to nonprofit organizations. This includes strategy development, analytics, campaign execution, creative services, and direct response fundraising across multiple channels. Services are delivered through dedicated account teams and specialized practice areas.
2. Technology Platform Licensing - GivingDNA: GivingDNA is AGP's proprietary analytics platform offered to nonprofit clients. While primarily bundled with services, the platform serves 200+ clients and supports $10MM raised for clients, suggesting a software-as-a-service or licensing component.
3. Technology Platform - Allyra & Public Media CRM: AGP offers dedicated technology platforms for public media organizations including Allyra (online fundraising tool) and a specialized Public Media CRM. These are standalone or bundled technology offerings for station management and donor engagement.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Allegiance Group + Pursuant (AGP) is a full-service agency that provides nonprofit organizations with integrated fundraising, marketing, technology, and analytics services. The company combines strategy, creative, data, and proprietary technology platforms (GivingDNA, Allyra, Public Media CRM) to help nonprofits acquire, convert, retain, and upgrade donors across direct mail, digital, email, paid media, and AI-powered channels.

Product overview

AGP is a strategic growth partner for mission-driven organizations offering integrated nonprofit fundraising, marketing, and technology services. The portfolio combines consulting services (audience insights, brand building, donor acquisition, conversion/retention, technology/AI) with proprietary technology platforms including GivingDNA (analytics and wealth screening), Public Media CRM (specialized station management), Allyra (online fundraising), and Traffic & Corporate Support Tools (radio operations). The service layer includes Web/App/AI Development, SEO & AI Optimization, and AI Search & Chat capabilities. All offerings are designed to work together as an integrated ecosystem supporting nonprofits across direct mail, digital, email, paid media, and data management channels.

Differentiator

Problem solved

Functional benefit

Brands

• GivingDNA: AGP's proprietary analytics, data visualization, and wealth screening engine built to help nonprofits prioritize donors, personalize outreach, and unlock growth across mid-level, major, and sustainer programs.
• Allyra

Products and services

• GivingDNA Proprietary analytics, data visualization, and wealth screening platform that helps nonprofits identify high-value donor prospects, personalize outreach, and unlock growth across mid-level, major, and sustainer programs through behavioral and demographic insights. Includes monthly data refresh, donor health dashboards, opportunity indicators, and integration with fundraising campaigns.
• Public Media CRM CRM platform built exclusively for public media radio and television stations, supporting CRM selection, donor optimization, and campaign management with specialized features for station operations.
• Allyra Online fundraising platform for public media stations featuring mobile-responsive donation forms, peer-to-peer tools, text-to-donate capabilities, and detailed analytics for rapid campaign deployment.
• Traffic & Corporate Support Tools Radio station traffic management tools for scheduling broadcast placements, production credit tracking, client billing, and performance reporting for nonprofit radio stations.
• Web, App & AI Development Custom website design, development, and mobile app building services using WordPress, Drupal, and Ibexa platforms, including AI-powered features, CRM integrations, and accessibility-compliant solutions.
• AGP Integrated Nonprofit Growth Services Comprehensive suite of nonprofit fundraising, marketing, and technology services including strategy, analytics, direct mail, digital fundraising, brand development, and AI-powered tools unified under the AGP brand.

Quantifiable outcome

• 43% increase in donors for City of Hope on Giving Tuesday
• +11 more outcomes

Named customers19 records

Segments9 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability10 records

Feature5 records

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• M+R: M+R is a leading direct-response fundraising and advocacy agency for nonprofits and progressive causes, offering multi-channel fundraising, digital, and creative services - directly comparable to AGP's integrated nonprofit growth offering.
• Blue State: Blue State is a digital agency that builds direct-response fundraising, advocacy, and CRM programs for nonprofits and causes - overlapping with AGP's digital fundraising, donor acquisition, and conversion work.
• Cornershop Creative: Cornershop Creative is a direct-response marketing agency specializing in fundraising for nonprofits, with similar multi-channel fundraising, creative, and analytics capabilities as AGP.
• TrueSense Marketing: TrueSense Marketing is a direct-response fundraising agency serving faith-based, humanitarian, and other mission-driven organizations, comparable to AGP's fundraising consulting and donor stewardship services.

Broad incumbents

• Classy (Bonterra): Classy, part of Bonterra, is a leading online fundraising and donor management platform serving nonprofits with significant scale - a broader incumbent that competes with AGP's Allyra/GivingDNA software offerings while typically partnering with agencies like AGP.
• Moore (Response Marketing): Moore (formerly MDR) is a large direct-response marketing agency with a long-standing nonprofit and fundraising practice, serving as a broader incumbent competitor in direct mail and multi-channel fundraising.

Emerging players

• Funraise: Funraise is a fast-growing nonprofit fundraising platform with online donation forms, CRM, and peer-to-peer tools - an emerging software alternative that overlaps with AGP's Allyra and Public Media CRM offerings.
• Givebutter: Givebutter is a free/low-cost fundraising and donor engagement platform for nonprofits - an emerging player whose pricing and ease-of-use challenge traditional agency-driven fundraising models like AGP's.
• Bloomerang: Bloomerang is a donor management and fundraising CRM built for small-to-mid nonprofits - an emerging player that competes with parts of AGP's donor analytics, retention, and stewardship stack.

Others

• Virtuous: Virtuous is a nonprofit CRM and marketing automation platform that AGP integrates with - an ecosystem partner/adjacent technology provider rather than a direct agency competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 records

Subsidiaries5 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Allegiance Group + Pursuant