KnowledgeBase Marketing Inc.
The Direct Marketing Educational Foundation (DMEF) today announced the election of new officers and 11 new members to its Board of Trustees for 2010-2011. The terms commenced earlier today at DMEF’s Annual Meeting, which was held at the Fairmont Hotel in San Francisco, California.
The DMEF Board of Trustees elected Richard Hochhauser, former president and chief executive officer, Harte-Hanks, Inc., as chairman. A marketing veteran, Hochhauser retired from Harte-Hanks in 2008, after 33 years of service.
As the modeling-versus-RFM debate goes on, proponents of each donor-management approach continue to champion their preferred method. Weighing in recently on the Recency-Frequency-Monetary Analysis side was Arthur Middleton Hughes, vice president of KnowledgeBase Marketing. In his session at the 2005 Annual Washington Nonprofit Conference earlier this month, Hughes was exuberant in his support, calling RFM “the most powerful segmentation method for predicting response,” adding that it’s “better than any segmentation model.” But despite his accolades -- some of which might be considered fightin’ words in modeling country -- Hughes also warned that RFM isn’t something organizations should use all the time. Warning session attendees