Reach for the Stars: The 2014 Fundraising Professionals of the Year Awards Winners
"We also improved staff morale and helped staff find the joy in giving," Budding says. "And that employee who could only afford to donate $5? She won $100 in the Kuiper Challenge. After the drawing, she made a gift to GRMC's hospital helpers fund, which provides a little extra for GRMC families in need at the holidays. I'd like to think she paid it forward a little bit. Creating a culture of giving, indeed."
vice president, marketing
In her more than 20 years at Heifer International, Christy Moore has had a hand in developing and/or fine-tuning a number of areas that are increasingly being recognized as the foundations for a strong and sustainable fundraising program: acquisition, retention and reactivation, second-gift strategies, monthly giving, a donor-centric mindset, multichannel integration, and the breaking down of silos within the organization. Whew!
Moore has risen through the ranks at Heifer and now oversees mail, telemarketing, mass marketing, email marketing, social media and communications — and she leads the teams responsible for more than 70 percent of Heifer's organizational income.
According to Jennifer Mercer, executive vice president at Craver, Mathews, Smith & Co., Moore's donor-centric approach "has allowed us to cultivate donors by donor type, upgrade donors at all levels, allocate expense money where we get the most bang for our buck and steward donors properly, maximizing donor loyalty."
Some of Moore's teams' accomplishments:
- a second-gift strategy contributes to the increased conversion and retention of new donors through unique treatments based on giving history, recency and frequency of giving;
- the monthly giving program has quintupled in size as the result of her staff working with the mass-marketing team, the online team, the communications department and organizational management to position it in a new and exciting way;
- a new, user-friendly website has increased clickthroughs, length of time spent on the site, interactivity and revenue; and
- communication and synergy across departments within the organization have increased, creating more unified messaging through communications, education, social media, online, in the mail, on the phone and via email.
Moore's curiosity for donor motivation and industry trends has led Heifer to perform multiple donor surveys, focus groups of donors and non-donors across the country, participate in benchmarking studies, attend and speak at conferences and seminars, and always try the newest, most cutting-edge fundraising tools. She also has diversified Heifer's income through online acquisition strategies; implementation of DRTV; non-catalog, non-holiday acquisition; and online team fundraising.