Focus On: Data Mining: Hope is Not A Strategy
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This sounds simple — it’s the basic rule of direct mail — but if it were, we wouldn’t be having so many problems with donor attrition. The industry is changing, and most direct mail fundraisers don’t recognize that things have changed or they haven’t adapted to the changes. Donors are different, and they are behaving differently. They are more skeptical and less likely to forge a bond with an organization. The ones that do are valuable indeed.
- 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.
