The Pursuant Group

What The Pursuant Group does

The Pursuant Group, now operating under the unified brand AGP, is a Dallas-based, private professional services firm founded in 1984 that provides fundraising, marketing, technology, brand, and analytics services to nonprofit organizations. AGP was formed by consolidating four legacy agencies — Allegiance Group, Pursuant, GivingDNA, and Beaconfire RED — into a single strategic growth partner targeting mission-driven clients across at least nine verticals, including hospitals and healthcare, food banks, public media, arts and culture, environment and animal welfare, professional associations, faith-based organizations, health and human services, and societal benefit nonprofits. Named clients span City of Hope, National Audubon Society, NAMI, Philabundance, Northern Illinois Food Bank, Moody Bible Institute, American Physical Therapy Association, Washington National Cathedral, Rails to Trail, Intermountain Health, Classical California KUSC, GPB, Michigan Public, Lambda Legal, and Water for People, with several relationships exceeding 12 years.

The company's core technology asset is GivingDNA, a proprietary donor intelligence and fundraising analytics platform that underpins data-driven audience segmentation, sustainer activation, mid-level donor development, and multi-channel campaign optimization. Supporting the platform is a broader service stack covering audience insights and market research, brand building, acquisition and reactivation, conversion and retention, donor prioritization and upgrade, direct mail, email and automation, voice and mobile marketing, advertising and media, and analytics and performance measurement. A newer Technology & AI practice extends the offering into generative AI-powered websites, apps, and SEO/AI optimization for nonprofit digital presence, building on the data and analytics capabilities added through the 2017 acquisition of TouchPoint Software and the 2019 acquisitions of Advizor Solutions and Causemo.

AGP monetizes primarily through professional services and quote-based agency engagements rather than disclosed product pricing, with an enterprise field sales motion supported by dedicated Main, Sales, and Support phone lines and a 'Connect With Us' consultation funnel. Quantified client outcomes cited include a +47% increase in monthly revenue for Philabundance, a 43% increase in donors for City of Hope, and a 23% increase in organic traffic for Rails to Trail. Headcount is reported at 51-100 employees, and no revenue, funding, or ownership disclosures are present in the available data.

Name

The Pursuant Group

Legal name

AGP

Website

https://pursuant.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

AGP (formerly The Pursuant Group) is a Dallas-based nonprofit-specialist agency unifying Allegiance Group, Pursuant, GivingDNA, and Beaconfire RED to deliver fundraising, marketing, technology, and analytics services to mission-driven organizations across nine verticals.

Ownership category

akta.pro rank

Product category

Nonprofit Fundraising Services

NAICS

Advertising Agencies (541810), Advertising Material Distribution Services (54187)

SIC

Services-Direct Mail Advertising Services (7331), Services-Advertising Agencies (7311)

akta.pro primary industry

Account-Based Marketing (ABM) Services (BPAFAKAG)

akta.pro secondary industry

Enterprise Application Reporting, BI & Analytics Enablement (BPAEAGAK)

Keywords

• Nonprofit fundraising services
• Donor intelligence platform
• Direct mail marketing
• Digital fundraising agency
• Nonprofit marketing technology

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services: Consulting and agency services for nonprofit fundraising, marketing, technology, brand, and analytics. Long-term partnership model with ongoing client relationships.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

The Pursuant Group (operating as AGP) provides strategic fundraising, marketing, technology, brand, and analytics services to nonprofit organizations. Its core offering combines the proprietary GivingDNA donor intelligence platform with multi-channel fundraising services (direct mail, email, digital, voice, mobile) and AI-powered digital experience solutions. The company serves as a unified strategic growth partner for mission-driven organizations across nine nonprofit verticals.

Product overview

AGP (formerly Allegiance Group, Pursuant, GivingDNA, and Beaconfire RED) operates as a unified strategic growth partner for mission-driven organizations, offering a portfolio of integrated products and services. The core product GivingDNA serves as a donor intelligence and fundraising analytics platform. Supporting this are service offerings organized around Technology & AI (websites, apps, and AI solutions), Web/App Development, SEO & AI Optimization, Data Management, and Analytics & Performance Measurement. The company also provides channel-specific services including Direct Mail, Email & Automation, Brand & Creative, and Advertising & Media, all designed to help nonprofits build momentum, strengthen donor connections, and scale impact.

Differentiator

Problem solved

Functional benefit

Brands

• GivingDNA: A product/service offering under the AGP umbrella for nonprofits, mentioned in the navigation menu and solutions.

Products and services

• GivingDNA A nonprofit fundraising analytics and donor intelligence platform that helps organizations understand donor behavior and optimize fundraising strategies through proprietary data analytics.
• Technology & AI Services
• Web, App & AI Development Custom web development, application development, and AI integration services for nonprofit organizations to build and enhance digital experiences.
• SEO & AI Optimization Search engine optimization and AI-powered optimization services to improve nonprofit digital presence, organic traffic, and overall digital performance.
• Data Management Data management services for nonprofit organizations to organize, analyze, and leverage supporter data effectively.
• Analytics & Performance Measurement Analytics and performance measurement solutions to track, attribute, and optimize nonprofit fundraising campaigns and marketing efforts.
• Audience Insights & Market Research Audience insights and market research services designed to help nonprofits understand what motivates their supporters at every stage of the donor journey.
• Brand Building & Lead Generation Brand building and lead generation services designed to help nonprofits build brand recognition and fill their pipeline with qualified prospects.
• Acquisition & Reactivation Targeted campaigns to grow donor base by attracting first-time givers and winning back lapsed supporters.
• Conversion & Retention Donation journey optimization and ongoing engagement services to inspire first gifts and nurture long-term supporter relationships.
• Donor Prioritization & Upgrade Strategic prospecting and personalized stewardship services designed to build a robust major donor pipeline and unlock significant gifts.
• Advertising & Media Advertising and media buying services for nonprofit organizations to reach target audiences and drive campaign performance.
• Email & Automation Email marketing and marketing automation services designed to engage and convert nonprofit supporters at scale.
• Mid-level & Major Gifts Mid-level and major gift fundraising services including pipeline development, prospect research, and stewardship strategies.
• Voice & Mobile Marketing Voice and mobile marketing services for nonprofit organizations to engage supporters across additional channels.
• Brand & Creative Brand and creative services for nonprofit organizations covering visual identity, messaging, case for support development, and creative campaign execution.
• Direct Mail Direct mail fundraising services including strategy, creative, production, and list segmentation for nonprofit donor campaigns.

Quantifiable outcome

• +47% increase in monthly revenue (Philabundance)
• +2 more outcomes

Named customers10 records

Segments9 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• M+R: M+R is one of the largest direct-response fundraising and marketing agencies serving nonprofits, labor, and advocacy organizations. It competes head-to-head with AGP across direct mail, digital, and multi-channel fundraising campaigns for the same nonprofit verticals.
• Chapman Cubine Adams + Hussey (CCAH): CCAH is a long-established direct-response fundraising agency focused exclusively on nonprofits, with deep expertise in direct mail, online giving, and donor acquisition — directly comparable to AGP's core service stack.
• The Lukens Company: The Lukens Company is a direct-response and digital fundraising agency serving nonprofit clients across advocacy, faith-based, and healthcare verticals, mirroring AGP's vertical coverage and channel mix.
• Mal Warwick Donnelley: Mal Warwick Donnelley is a direct-response fundraising agency specializing in nonprofit acquisition, renewal, and mid-level donor programs — directly comparable to AGP's conversion and donor upgrade offerings.
• MISSION (formerly Russ Reid): MISSION is a faith-based and nonprofit fundraising agency offering direct response, creative, and strategic services, overlapping with AGP's faith-based and societal benefit verticals.
• Alexander Haas Martin & Partners: Alexander Haas is a fundraising and campaign consulting firm serving nonprofit and higher-education institutions with major gifts, capital campaigns, and strategic planning services, comparable to AGP's mid-level and major gifts offering.
• Burness Communications: Burness is a communications and marketing firm serving nonprofits, foundations, and social-impact organizations with strategic communications, brand, and campaign work — directly comparable to AGP's brand, creative, and audience engagement services.

Emerging players

• Bonterra (Network for Good, GiveButter, etc.): Bonterra is a software platform serving nonprofits with fundraising CRM, donor management, and giving tools — adjacent and increasingly competitive with AGP's GivingDNA analytics product.
• Classy (by GoFundMe): Classy is a leading online fundraising and donor engagement platform used by nonprofits to run digital campaigns, peer-to-peer, and recurring giving — competing with AGP's digital fundraising, conversion, and retention capabilities.

Broad incumbents

• Blackbaud: Blackbaud is the largest incumbent software provider to the nonprofit sector, offering fundraising, CRM, analytics, and marketing tools. It serves as both a complementary platform and a competitive substitute for parts of AGP's data and analytics stack.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/pursuant
• Facebookfacebook.com/pursuant

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A4 records

Investments

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

Frequently asked questions about The Pursuant Group