Focus On: Data Mining: Hope is Not A Strategy
Donors who give three or more gifts annually generally renew at a rate two-to-three times that of those who give only a single gift. Without intervention, nearly 50 percent of those who give multiple gifts one year will downgrade frequency the next and eventually downgrade to no gifts.
The best offense is a good defense. Since donors often forget which organizations they support or how many gifts they give, it’s good to remind them of the needs and expectations of the organization. By examining specific donor behavior contained in your database, you can target donors who are at risk of downgrading or lapsing.
- Companies:
- Merkle|Domain
Greg Fox is vice president of nonprofit vertical strategy at Merkle. He joined the company in 2000 to establish a data-driven, strategic fundraising agency group. Fox is a 30-year veteran of direct response fundraising, with expertise in developing innovative fundraising marketing strategies and solutions. He has helped raise hundreds of millions of dollars for many of the largest and most respected fundraising brands in America, and while he has broad-based fundraising experience, he is highly regarded as a leader in the national health-charity sector. Prior to joining Merkle, Fox was a founding partner in TheraCom, a leading provider of full-service specialty pharmacy solutions and marketing strategies that served the healthcare and charitable industries. He also served as vice president of direct response fundraising at the National Cystic Fibrosis Foundation, where he started his career and created the organization’s first national direct response program. Fox is an industry thought-leader, frequent speaker at industry conferences and an active participant in the DMA nonprofit federation. He graduated from Virginia Commonwealth University in Richmond, Va.
