Scenes from the 2008 New York Nonprofit Conference: How to make Direct Marketing Metrics work in a small to mid size Organization
Some highlights from this session:
Why do some organizations raise 2x the money with the same staffing?
- Prospect potential – what is out there?
- Strategy – how do we tap into it?
- Execution – can we execute the strategies?
Three business processes of Fundraising:
- Base Development (DM) - Goals:
- Broaden participation
- Raise unrestricted revenue
- Teach giving behavior
- Develop organizational loyalty
- Major gift Development – Goal:
- Maximize philanthropic behavior & loyalty
- Prospect
Business Understanding:
- Objective of program
- Evaluation & deployment: projections
Data Understanding:
- Acquire new donors
- Engage non donor constituents
- Renew previous years donors
- Upgrade donors
- Move donors into the major gift pipeline
Laura Cox, Sr. Account Executive, Direct Media, Inc.
