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Direct Marketing Accelerator

Techniques & Tips from the Experts

A Program From The Nonprofit Alliance Foundation

Direct Marketing Accelerator:

Techniques and Tips from the Experts

October 18-22, 2021

5 Days | 1:00–2:45 ET each day | Virtual Zoom Classroom

After-Party 2:30–3:00 Friday

Approved for 7.5 CFRE Credits

The Direct Marketing Accelerator explains and explores the crucial details and metrics of ongoing successful direct marketing programs. While we do include foundational knowledge and principles about direct marketing, we will quickly move beyond the basics. The goal is to take you to the next level quickly.  If you’ve been working in Direct Marketing, Fundraising, or Communications and are ready to up your game, this course is for you.

Content & Learnings

Utilizing plans, programs, data, and results gathered from actual nonprofit programs, you will learn the answers to questions and issues such as:

  • Testing strategy: How to test, what to look for, and when to re-test.  How to ensure statistically significant tests and calculate confidence.
  • Creating a list strategy for acquisition, renewals and appeals, including detailed segmentation strategies by program.
  • Understanding the reports and information provided throughout the data hygiene and data processing process, and how that will assist future marketing efforts. Learn about list optimization and modeling opportunities, as well as best practices for efficient and effective ongoing data processing.
  • What performance metrics should you be analyzing, how to benchmark your campaigns’ performance, and how to apply your analysis to ongoing programs.
  • The checklist of building a database for current and future needs of your organization, and how to use the data to better connect with your donors
  • What really is multi-channel marketing, and how to integrate strategy across channels with success.
  • How to create the strongest multi-channel messaging that includes a strong case for support.

Expert Instruction & Advice

Taught by leaders who are not only experts in their fields, but who actively utilize the methods and processes presented across a spectrum of nonprofit organizations. (See Below for the names of instructors.)

The educational content — and actionable information — presented and discussed throughout the week can be incorporated immediately into current and future marketing efforts. Attendees will also participate in small group discussions to exchange ideas and expand professional networks.

Additionally, TNPA staff experts will provide information and updates on postal, privacy, and other issues which are critical to the ongoing success of fundraising efforts and the nonprofit industry as a whole.

After Party!

We invite you to join us immediately following the regular 1-2:30 ET session on Friday for the After Party from 2:30-3pm ET.

Members $150

Non-Members $200

(Not a member? Join today!)


The Schedule

Day One: The Metrics of Creative Testing

Day Two: List Strategy for Acquisition, Renewals, and Appeals

PLUS The Need-To-Knows for Data Privacy Legislation with Policy Experts from The Nonprofit Alliance

Day Three: Data Processing by the Numbers

PLUS Where in the World is USPS now?  What to expect from the USPS with Policy Experts from The Nonprofit Alliance

Day Four: Database Data Discovery & Understanding Your Data

PLUS The 2022 Crystal Ball: What does the future look like?

Day Five: Multi-Channel Marketing: Growth, Implementation, and Integration for Success

PLUS… AFTER PARTY!

Members $150

Non-Members $200

(Not a member? Join today!)

Logo of The Nonprofit Alliance

Schedule, Instructors, & Sponsors

Day One: The Metrics of Creative Testing

How can you be confident that your marketing strategy is the most effective that it can be? Test it! Through experimentation and iteration, you learn what inspires your audience to take action: donating, signing a petition, buying a ticket or product, volunteering, or something else. Today, we will explain the best practices in how to design your tests, what you should look for in your results, and when to know it is time to re-test.

Margot O’Leary, Senior Vice President & Director of Remote Work, Avalon Consulting

With over 20 years of direct marketing experience on both the client and agency sides, Margot brings a distinctive outlook to her creative and strategic work with her ability to see the big picture from both perspectives. She designs highly effective, multi-channel direct marketing fundraising campaigns for She designs highly effective, multi-channel direct marketing fundraising campaigns for the National Parks Conservation Association, National Geographic Society, Maryland Food Bank, Farm Sanctuary, Grand Canyon Conservancy, and Yellowstone Forever. Margot was previously president of the Board of Camp Make-A-Dream—a camp in Montana for children with cancer—and previously chaired the Board of Directors’ fundraising committee for the Children’s Cause for Cancer Advocacy.

Sponsored by…

Day Two: List Strategy for Acquisition, Renewals, and Appeals

Everything starts with the audience list. Where does that list come from, and how can you assemble the right mix of recipients to assure your best results? Today, we will look closely at segmentation strategies and how they differ depending on your goals, looking in particular at acquisition, renewals, and special appeals. We will cover the proven steps to creating and implementing a robust mailing plan.

PLUS The Need-To-Knows for Data Privacy Legislation with Policy Experts from The Nonprofit Alliance

Tom Fleming, Senior Vice President of New Donor Acquisition, Adstra

Tom brings 20+ years of direct marketing experience to his clients. Tom started his career at Fingerhut, where he gained valuable experience in both customer acquisition and reactivation marketing. From there, Tom moved into executive level positions at Novus Media, Paradysz, and Adstra. He has deep experience in circulation planning, list brokerage, and database marketing across direct mail, print, and digital channels. Tom has worked with nationally recognized brands such as Special Olympics, Easterseals, Alzheimer’s Disease Research, North Shore Animal League, and the National Committee to Preserve Social Security and Medicare. Tom was a Co-Chair for the 2013 DMA Nonprofit Conference in NY, a frequent speaker at the DM101 training series, and serves on the Education Committee for The Nonprofit Alliance.

Sponsored by…

Production Solutions

Day Three: Data Processing by the Numbers 

Get your geek on! Today, we’ll get comfortable with data processing. We’ll decipher the numbers and terminology and help you understand the implications and applications for the information provided throughout the merge process, a crucial foundation for your direct marketing success.

PLUS Where in the World is USPS now?  What to expect from the USPS with Policy Experts from The Nonprofit Alliance

Marvin Dawson, Vice President of Operations, MMI Direct

His position as Vice President of Operations and more than 35 years of experience gives Marvin a unique perspective that will educate and inspire you and will bring strategy and expertise to your data processing. Prior to MMI Direct, Marvin was Vice President of Client Services at Merkle and Vice President at PSA.

Day Four: Database Discovery & Understanding Your Data 

There are as many variations in databases as there are marketing campaigns. Today, you will learn how to build an effective database, starting with the most important foundational items you can’t afford to skip. Then we will explore various ways to use the data you have and data you’d like to collect in the future. You will leave confident in your ability to analyze your data, identify opportunities and trends, and be prepared to seize opportunities to better connect with your donors, stakeholders, and constituents.

PLUS The 2022 Crystal Ball: What does the future look like?

Jason Robbins, Vice President of Marketing and Business Development, ROI Solutions

Jason is a 20-year veteran of the nonprofit direct marketing fundraising industry. Prior to ROI Solutions, Jason worked as account director at Target Analytics helping a diverse portfolio of clients improve their bottom lines through the best use of analytics, reporting and data modeling. He began his career joining his father’s firm, L.W. Robbins Associates, where he provided nonprofit clients with direct mail counsel and strategy. From there, he joined Manhattan College as Director of Development/Special Gifts managing both the direct marketing and annual/anniversary funds’ leadership giving programs. He also proudly serves on the Board of Directors for the Direct Marketing Fundraiser’s Association (DMFA) and chairs the Boston Programming Committee.

Sponsored by…

The Harrington Agency

Day Five: Multi-Channel Marketing: Growth, Implementation, and Integration for Success   

We hear “Multi-Channel Marketing” every day now. What is it really? What makes it harder than it sounds? And how has the past year impacted its importance, expansion, and implementation expectations? You will leave today ready to integrate multi-channel marketing into your plan for success.

Barb Perell, Vice President of Marketing, Avalon Consulting

Barb leads Avalon’s business development initiatives, brokering strategic partnerships for our clients and promoting Avalon’s best-in-class analytics, stunning creative, and truly integrated program strategies throughout the industry. Prior to leading Avalon’s marketing efforts, starting in 2006 Barb built and managed Avalon’s digital services division to bring a multi-channel approach to client fundraising programs.

 

 

Caroline Mendez, Vice President of Client Services, SD&A Teleservices

As vice president of client services, Caroline works with the account team to reinforce SD&A’s customer-service-centric culture, building long-lasting partnerships, while being innovative and creative in helping clients exceed their fundraising goals. She manages a book of business that includes many of the nation’s largest nonprofits, including Sierra Club, Democratic National Committee, and Greenpeace, just to name a few.  Before SD&A, Caroline was an account executive and recruiter for Adecco, the global leader in human resources services, where she was part of a two person team that started the accounting and finance branch from scratch.

Chrissy Hyre, Senior Vice President Client Services and Innovation, Chapman Cubine + Hussey

Chrissy’s work to expand the use of telemarketing programs in progressive political campaigns has helped her to make millions of voter contacts for candidates like Andrew Gillum for Governor and Kamala Harris for President, as well as for politically motivated organizations like Collective PAC and Citizen Action. She paved the way for peer-to-peer mobile platforms like Hustle and Get Thru to work with telemarketing firms and utilize live operators that would allow organizations and candidates to dramatically scale up their engagement efforts over SMS. The American Association of Political Consultants (AAPC) recognized Chrissy’s leadership and innovation in 2020 on their 40 Under 40 list of the best in our nation’s political business community.

Members $150

Non-Members $200

(Not a member? Join today!)

After Party!

We invite you to join us immediately following the regular 1-2:30 ET session on Friday for the After Party from 2:30-3pm ET.

Members $150

Non-Members $200

(Not a member? Join today!)

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