Focus On: Data Mining: Hope is Not A Strategy
To achieve and improve results, fundraising organizations must develop new database-driven strategies that involve winning back a larger percentage of this group. The key is to know who to try to win back and when, and there are several steps to consider in your donor-reactivation strategy.
Listen to donors
To most nonprofits, the lapsed-donor strategy is creative; they hope the design and message of a new “win-back” package will yield more reactivated donors. It might, but it’s not enough.
- 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.
