(image from https://teamallegiance.com)
Allegiance Group and Pursuant Rebrand As AGP
Allegiance Group and Pursuant, which merged in April 2023, have rebranded as AGP, a unified brand bringing together decades of experience in direct mail, digital fundraising, marketing, branding, and technology. Pursuant had remained a brand under the Allegiance Group umbrella.
“Nonprofit leaders are operating in a time of accelerating change, rising expectations, and greater accountability,” said Trent Ricker, CEO of AGP. “Growth requires more than tools; it demands fundraising expertise, strategy, disciplined execution, and storytelling that moves people to act. At AGP, we pair advanced analytics with experienced practitioners to build donor loyalty and long-term value. Our role is simple: bring clarity to complexity and deliver results our clients can trust.”
Ricker had been chief executive officer of Dallas-based Pursuant. He became chief strategy officer leading the fundraising agency of the combined entities. He last year because CEO of Allegiance/Pursuant operations headquartered in Fargo, North Dakota. Private equity firm 424 Capital in Wakefield, Massachusetts, is an investor in Allegiance Group.
AGP partners with nationally recognized healthcare systems, leading public media organizations, major food banks, and other mission-driven institutions.
“This unified brand represents the company we are today and the direction we’re leading the market,” said Joanna West, executive vice president of marketing. “AGP was built to bring strategy, fundraising, technology, and intelligence together in one platform. As our clients navigate a rapidly evolving landscape, we’re committed to helping them innovate, perform, and build lasting impact.”
