Chris Pritcher

Chris Pritcher

At Merkle, Chris is a senior leader in the Quantitative Marketing Group and leads a team of talented analysts leveraging advanced predictive techniques to drive net revenue and build donor pipelines for some of the leading nonprofits in the country. He strives to drive insight into donor data across all fundraising programs, use this knowledge to build constituent engagement that maximizes long-term donor value and ensure his partners thrive today while building a foundation to advance their mission over the long term.

Chris brings to Merkle over 10 years of experience in nonprofit marketing, analytics, and thought leadership, having previously served on the executive committee at the leader in higher education marketing. Chris has had the opportunity to partner with some of the largest and most recognizable institutions in the country to leverage personalized marketing to achieve their enrollment and advancement goals. Prior to his time in higher education, Chris held various analytic positions in financial services. Chris holds a BS in Systems Engineering from the University of Virginia and an MBA from the Darden School of Business.
What Motivates Your Donors to Give?

When considering giving motivations, most nonprofits turn to their well-tested case for giving or a list of organizational features. More sophisticated organizations turn to recent survey data that provides details about their donor base or a group of donor personas...

Who Exactly Are Your Donors?

Who are my donors, and how have they engaged in the past? Most will answer this question in one of two ways. First, by quoting recency, frequency, monetary segments, complete with highest previous contribution and timing of the most recent gift. Second, by describing donor demographics/wealth with off-the-shelf segments or with their homegrown analysis...

Know Your Donors’ Future Value

Who are your highest value donors? A major gift officer would likely answer the question with a list of the top 10 donors from the past year or current top prospects. A direct marketer might quote the top RFM segments or pluck a group with the largest previous contribution...

Know Your Donor Through Analytics

Analytics is an overused buzzword. Ask three people and you’ll get three different answers as to what analytics means to them. To some, it’s about reporting on key metrics and projecting impact on the ability to achieve budget. To others, it refers to models used for the selection of individuals to include in a fundraising campaign...

Is Your Measurement Missing the Mark?

The right attribution for your organization opens a new world of more effective spending. The right attribution enables you to raise more money or give money back to the organization to spend on its important mission...

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