Reach for the Stars: The 2014 Fundraising Professionals of the Year Awards Winners

Some of Moore's teams' accomplishments:

• a second-gift strategy contributes to the increased conversion and retention of new donors through unique treatments based on giving history, recency and frequency of giving;
• the monthly giving program has quintupled in size as the result of her staff working with the mass-marketing team, the online team, the communications department and organizational management to position it in a new and exciting way;
• a new, user-friendly website has increased clickthroughs, length of time spent on the site, interactivity and revenue; and
• communication and synergy across departments within the organization have increased, creating more unified messaging through communications, education, social media, online, in the mail, on the phone and via email.

Moore's curiosity for donor motivation and industry trends has led Heifer to perform multiple donor surveys, focus groups of donors and non-donors across the country, participate in benchmarking studies, attend and speak at conferences and seminars, and always try the newest, most cutting-edge fundraising tools. She also has diversified Heifer's income through online acquisition strategies; implementation of DRTV; non-catalog, non-holiday acquisition; and online team fundraising.