CASE STUDY

Early results of this conversion strategy have shown that the overall response rate of the organization's tsunami-acquired donors is lower than for other new donors, but MSF plans to continue testing this. For the future, it has flagged and will track tsunami donors and enable special reactivation strategies in the event of another emergency, as well as continuing to modify its analytic tools to look at emergency-acquired donors.

Doing all of this while maintaining acquisition of non-emergency-acquired donors is MSF's current focus, Herman says.

Alyssa Herman can be reached by visiting www.doctorswithoutborders.com.