Agents of Good

What Agents of Good does

Agents of Good is a privately held creative fundraising agency headquartered in Waterloo, Ontario, Canada, founded in 2009 by co-founders John Lepp and Jen Love. The firm serves nonprofit organizations of all sizes — from local charities to global institutions — with a stated mission of replacing transactional fundraising with donor-centric, creative engagement. Its core technology is methodological rather than software-based, comprising the proprietary R.A.I.S.E. decision science framework, the Donor Experience System (DXS) for year-round donor journeys, and a Storytelling Constellation approach, all grounded in behavioral science.

The company operates three service lines: Strategic Fundraising (full-service partnerships with tiered project pricing of $4,000-$5,000 Starter, $8,000-$12,000 Growth, and $14,000-$20,000 Leadership per campaign), Sessions & Speaking (workshops, keynotes, and team training on fundraising topics), and AOG Creatives (on-demand copywriting and design for organizations with existing strategies). All revenue is generated through project-based professional services fees, with all client engagements initiated through a free 30-minute consultation and progressing to custom proposals. Distribution is exclusively direct, with no resellers or marketplace channels, and the company claims to serve clients globally from its Canadian headquarters.

The agency maintains a lean team of 1-10 employees and markets through content channels including an email newsletter, blog, case studies, and thought leadership via Lepp's published book 'Creative Deviations'. Named clients include Ontario Nature, Friends of Indy Animals, Casey House, and Campfire Circle, with documented outcomes such as 9.5% response rates on mid-level appeals and $1.5 million in realized legacy bequests. No external funding, M&A activity, or revenue disclosures are present in the available data.

Name

Agents of Good

Legal name

Agents of Good

Website

https://agentsofgood.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Agents of Good is a Waterloo, Ontario-based creative fundraising agency serving nonprofit organizations globally through tiered strategic fundraising engagements, on-demand creative services, and training, using proprietary behavioral science methodologies.

Ownership category

akta.pro rank

Product category

Nonprofit Fundraising Services

NAICS

Advertising Agencies (54181)

SIC

Services-Direct Mail Advertising Services (7331), Services-Advertising (7310)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Nonprofit fundraising consulting
• Donor engagement strategy
• Creative fundraising agency
• Direct mail campaigns
• Legacy giving programs

Headquarters

HQ city

Waterdown

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Fundraising Services: Full-service strategic fundraising partnerships with tailored packages including donor strategy assessment, campaign design and execution, data audits, engagement strategies, and post-campaign analysis. Revenue is generated through project-based fees structured in three tiers: Starter ($4,000-$5,000 per campaign), Growth ($8,000-$12,000), and Leadership ($14,000-$20,000).
2. Sessions & Speaking: Revenue from speaking engagements, workshops, conferences, team training, and panel presentations. Provides practical insights and training on fundraising topics including decision science, legacy fundraising, creative storytelling, and donor experience systems.
3. AOG Creatives (Creative Services): À la carte creative services for organizations with existing strategies. Provides copywriting and design services for direct mail appeals, donor newsletters, gratitude reports, legacy materials, digital campaigns, and case for support documents. Scoped and priced individually based on project specifications.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Agents of Good is a creative fundraising agency that partners with nonprofit organizations to grow individual giving through donor-centric campaign strategy, creative copywriting and design, and behavioral-science-based methodology. Its services span full-service Strategic Fundraising partnerships (tiered project packages for direct mail, digital, legacy, and mid-level programs), AOG Creatives on-demand creative production, and Sessions & Speaking training and keynotes.

Product overview

Agents of Good is a creative fundraising agency offering three core service lines: Strategic Fundraising (full-service fundraising partnerships across all channels with tiered pricing packages), Sessions & Speaking (trainings, workshops, and keynotes on fundraising topics), and AOG Creatives (on-demand copywriting and design services). The company also published the book 'Creative Deviations'. All services are built on creative-first thinking, genuine collaboration, and donor-centric principles. The agency works with nonprofits of various sizes globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Fundraising
• Sessions & Speaking Training sessions, presentations, workshops, and keynotes for conferences and in-house team training, focused on practical fundraising strategies including decision science, legacy fundraising, creative storytelling, donor experience systems, and story gathering techniques.
• AOG Creatives On-demand creative copywriting and design services for nonprofit organizations that already have a fundraising strategy in place. Produces direct mail appeals, donor newsletters, gratitude reports, legacy materials, digital campaigns, and case for support documents. Projects are scoped and priced individually based on specifications.

Quantifiable outcome

• 15% increase in end-of-year direct mail appeal for one client organization
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Burness: Communications and creative agency serving nonprofits, foundations, and social-impact brands with PR, storytelling, and campaign support. Adjacent to Agents of Good's creative storytelling services but broader in scope.

Direct peers

• Pursuant: One of the largest direct-response fundraising agencies serving nonprofits across direct mail, digital, and legacy giving. Closest analog to Agents of Good at a much larger scale — both sell creative fundraising strategy and execution to nonprofit clients.
• M+R: Nonprofit marketing and advocacy agency serving large nonprofit clients with fundraising campaigns, brand creative, and digital strategy. Direct competitor in the nonprofit creative services space, operating at significantly greater scale.
• TrueSense Marketing: Fundraising agency specializing in direct mail and digital donor acquisition and retention for nonprofits. Highly comparable service mix to Agents of Good's Strategic Fundraising and AOG Creatives offerings.
• Russ Reid: Long-established direct response fundraising agency for faith-based and nonprofit clients, with strengths in direct mail and donor acquisition. Comparable channel mix and nonprofit focus to Agents of Good.
• The Curtis Group: Nonprofit fundraising counsel and creative agency focused on direct response, capital campaigns, and major gifts. Comparable offering to Agents of Good's mid-level and major donor cultivation work.
• The Lukens Company: Direct response fundraising agency serving nonprofit clients across direct mail, digital, and lead generation. Comparable services to Agents of Good's Strategic Fundraising tier.
• DickersonBakker: Consulting and creative firm focused on nonprofit fundraising strategy, capital campaigns, and major gifts. Comparable positioning to Agents of Good on the strategic-plus-creative continuum.
• Lautman Maska Neill & Company: Direct response fundraising agency for nonprofits with deep expertise in direct mail and donor acquisition. Direct competitor serving a similar nonprofit client base with comparable creative services.

Emerging players

• Goodbye Hello (Do Good Better / Halo): Creative agency purpose-built for nonprofits and social enterprises, offering branding, fundraising campaigns, and digital strategy. Comparable creative-first, donor-centric positioning to Agents of Good.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks3 records

Key highlights6 records

Customer concentration

• Xx.com/agentsofgood
• Facebookfacebook.com/AgentsofGood
• LinkedInlinkedin.com/company/agents-of-good

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Agents of Good