Cover Story: All for One
The program had three main goals:
1. Reactivate donors and generate growth.
2. Provide an easy-to-use program.
3. Get 25 percent federation participation in the program across the country by spring 2009.
"We have really a broad range of sizes all the way from the very small federation that may or may not have a marketing director to the top 10 that have huge marketing departments," Sussman says. "So we had to create a program that everyone felt like they could participate in and everyone was going to benefit from."
The pilot program was coordinated by one staff person on Smolyar's team and through a vendor that coordinated collecting the data, running it through NCOA, deduping it and spreading it back to the federations. The strategy of the pilot, Smolyar says, was to get everybody excited about the program and show them the value of it by actually giving them the files of people who'd moved to their federation areas.
The pilot program was a success, and Sussman created a map (shown above) to show how many people from the pilot cities moved to other federation areas nationally. With phase two — the spring iteration of New Move — the organization got 69 federations to take part.
"The interest was incredibly high from the beginning," Smolyar says. "It was almost as if there was this pent-up demand. People knew we needed to do something like this, but there was no instance of somebody stepping up and coordinating it."
Of the 69 participating federations, 16 were large, 13 large/intermediate, 22 intermediate and 18 small. Together they sent a total of 358,739 records, including past donors, current donors, prospects and recent movers. The data showed that almost 38,000 people from the 69 federation regions moved to 148 new federation regions.