2012 NY Nonprofit Conference

Multichannel 2.0: Skyrocket to Sustainer Success

Thursday, July 26 - 1:15 p.m. to 2:15 p.m.

Want to make rapid growth in your sustainer file a reality?  Ready to make use of multiple channels both individually and integrated to maximize sustainer growth?

The vast majority of monthly donors are acquired and retained through multichannel approaches.  This session will dive into cutting edge methods for driving sustainer file growth through
telemarketing, face-to-face, email, website optimization, social media, DRTV and even mail.  Case studies from leading nonprofits such as the U.S. Fund for UNICEF and the Arthritis Foundation will demonstrate the value of sophisticated multichannel approaches including both integrated testing and roll-out across channels.  Finally, we'll look at cutting edge techniques for growing your sustainer file through digital channels that you can implement even without full multichannel integration.

Intended Audience:  Intermediate level. For line managers to senior leaders engaged in or managing multichannel fundraising campaigns and/or sustainer files.

Learning Outcomes-- At the conclusion of this session, participants will:
1. Multichannel approaches to testing different sustainer acquisition strategies
2. Segmentation techniques for multichannel campaigns using behavioral and demographic data
3. Cutting edge techniques for growing your sustainer file through digital media

Speaker(s): Jeff Regen, General Manager, Nonprofit Group, Merkle   Helene Vallone-Raffaele, Vice President, Direct & Digital Response, U.S. Fund for UNICEF

Moderator(s): Jeff Regen, General Manager, Nonprofit Group, Merkle

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