Focus On: Data Mining: Hope is Not A Strategy
One nonproft, for example, introduced a reacquisition strategy that included a special campaign targeted to downgraders. The campaign complemented, but did not replace, what the organization was already doing with its retention programs. By creating a special package to target those donors, the organization effectively beat the control packages and renewed the downgrading donors, retained more gifts and increased the average size of gifts.
- 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.
