D.C. Nonprofit Conference Roundup: Getting the Most Out of Lists to Improve Direct Mail Acquisition Results

Converting internal non-donors to donors is a subject well known by Cheryl Lovinsky, associate director of direct response marketing at the American Diabetes Association. ADA has more than 9 million people who have participated in events, requested information or otherwise interacted with a local chapter. Lovinsky is utilizing modeling techniques to find people in this large group who are most likely to contribute and then mail to them to keep costs manageable.