Focus On: Data Mining: Hope is Not A Strategy
Chart migration
New prospects and lapsed donors serve the same purpose — they replace those you lose through attrition. A lapsed donor to your organization is far more likely to give than an active donor from another organization. For many organizations, one reactivated lapsed donor is worth more than two new donors. And a new active donor — one who gave an initial gift in the past 12 months — is no better than a qualified prospect. Not until someone demonstrates a behavior of year-over-year giving is he or she considered a valuable donor.
- 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.
