Strengthen Donor Relations Through Targeted Communications

In the session “Optimizing Donor Contacts: The Right Offer to the Right Audience at the Right Time” at last week's DMA Nonprofit Federation 2010 Washington Nonprofit Conference, panelists and attendees explored creating audience-to-offer promotions triggered by donor behavior.

“We're stuck in a campaign-centric view. We need to become more donor-centric,” said Steve Caldwell, strategy director at Merkle, who suggested evolving your contact strategy from that blanket approach to a more sophisticated, targeted one: What packages do I have to send, and who should receive them?