Learn how to optimize your digital initiatives for maximum donor conversion on new names acquired through:

• Social Media
• Mobile
• Digital Marketing

Turn your current network of digital connections into loyal, engaged donors.

You will see first-hand how to gain insights on site visitors and their interests, and track/optimize conversion paths.

You will also learn how to acquire and convert constituents through Social Media channels, taking them from simply “liking” your Facebook page to responsive donors.

Intended Audience:
All Direct response development and communication personnel

Learning Outcomes-- At the conclusion of this session, participants will:
1.  Understand how to optimize digital initiatives/campaigns for new name conversions and cultivation
2.  Know how to maximize conversion optimization from new name to donor
3.  Have awareness of case studies that show conversion success models.

Will review model types available in market, pros and cons, discuss key deliverables clients should expect from vendors, and review success stories from implemented solutions.

Intended Audience: Direct Response Marketers, Development Directors and Channel Managers.

Learning Outcomes -- At the conclusion of this session, participants will:

1. Understand the model types available in market and the pros and cons.

2. Be equipped to ask better questions leading to better solutions from modeling vendors.

3. Talk around what successful market implementation of two modeling solutions can yield.

Much attention is given to what it takes to get a donor to make a donation.  Yet the processing of each gift provides opportunities to both cultivate the relationship with donors as well as increase their lifetime value to your organization…from additional gifts to major donor development and planned giving.  Panelists will share through case studies and simple tips how they’ve taken advantage of this moment of truth and leveraged gift processing and acknowledgement fulfillment to strengthen donor ties to their organizations and generate additional revenue for their missions in both the near and long-term.

Learning Outcomes -- At the conclusion of this session, participants will:

1.  Have a fresh perspective on donation processing as a marketing and revenue opportunity

2.  Understand how to evaluate the effectiveness of your organization’s gift processing and donor acknowledgment program

Veteran fundraisers from leading organizations will share winning ideas to increase response and gifts in a challenging marketplace.  Topics in this fast-paced session will include multi-channel, face-to-face, sustainers, membership and of course, breakthrough direct mail.  Get ready to fill up your test plan for the year!

What you do in the last week of the year can make a huge impact on your bottom line. Many nonprofits raise 10-15% of their TOTAL annual revenue in the last 5-6 days. Too many others are leaving money on the table. See how the best practitioners pull out all the stops to capture their share of donor generosity. Learn the proven strategies to deploy mail, email, search, display, your website, and phone blasts-- and end the year with a bang.

Intended Audience:  All levels. Senior leaders, digital marketers, creative, strategic planners, and marketers.

Learning Outcomes -- At the conclusion of this session, participants will:

1. Learn which email contact and messaging strategies generate the highest income and lowest ROI.

2. See how smart fundraisers orchestrate a relatively inexpensive multi-channel campaign—and determine how much to invest in each channel.

3. Come away with actionable, practical ideas for formats, offers, and copy that can help your organization stand out.

With direct mail lists shrinking in size, the pool of potential donors overlapping greatly among competitive organizations, and merge/purge throughputs decreasing, the number of households who appear multiple times in a nonprofit direct mail acquisition program is on the rise. If tracked over time, many large mailers are mailing many of the same households time after time after time – creating a situation called Chronic Non-Responders or CNRs.

Rather than passively accepting this fact, nonprofits need to develop strategies to make their multiple acquisition mailing impressions perform better. During this session, you’ll discover a number of solutions – including tracking mechanisms, package rotation strategies, profiling, building a database of previous CNRs, the use of commercially modeled databases, and building a customized acquisition prospect database – to counteract the effect of CNRs and take your acquisition program to a higher level.

Intended Audience:  For Intermediate level and line managers to senior leaders engaged in or managing large direct mail acquisition fundraising campaigns.

Learning Outcomes -- At the conclusion of this session, participants will:

1. Understand how to get started with a CNR program

2. Identify sophisticated approaches to testing different CNR strategies

3. Develop a roadmap for evolving your own CNR program

As fundraisers, we are adept at rising to the challenge of defined goals in our jobs.  We are passionate about our missions and excited about opportunities we see in the marketplace.  Then, there is our budget. 
This session will discuss how a budget can cause fear and heartache for us -- and what to do about it.  The case study presented will address both the cost side and the revenue side.  Come hear how initiatives at the highest levels re-arranged fundraising priorities for USA for UNHCR and how the key fundraisers managed the shifts for overall success.  

Intended Audience: Any fundraiser who must meet a budget.

Learning Outcomes-- At the conclusion of this session, participants will:
1. Learn how one organization adapted its fundraising strategy to accommodate organizational priorities.
2. Have a better understanding of different ways to define success.
3. Be better prepared to embrace the budget you have while preparing for the budget you desire.

We all know that really big gifts come from relationships . . . but you still need good communications and fundraising materials to help you build those relationships.  Join veteran fundraiser, Stacie Mruk, CFRE to learn how to have a different, more sophisticated conversation with your best donors without boring them to tears!  You’ll see tons of examples-- of major donor letters, proposals, case statements, leadership call invitations, brochures and more.  Impact's clients include AARP Foundation, Foundation Fighting Blindness, American Institute for Cancer Research, Washington National Cathedral and others.

Stacie Mruk, CFRE, Vice President, Impact Communications will lead a discussion to help you:
 
• Translate a higher level conversation with donors into writing
• Identify the most important elements to include when communicating with donors in the mail
• Strengthen your donors connections to your work 

Join us for lunch with Keynote Speaker Seth “Yossi" Siegel.  Not just a businessman, entrepreneur and lawyer; Mr. Siegel is also a donor, not-for-profit volunteer communal activist and passionate lay fundraiser. Known universally by his nickname, "Yossi," Mr. Siegel is a Co-Founder and Partner of Sixpoint Partners, a global investment banking boutique recognized as much for the values it keeps – as it is for the success it has achieved.

Haven’t you heard? Non-profits have discovered that many people who leave large bequests to non-profits had been only small donors who gave faithfully before they died.  They’ve also found that there are many other similar donors on the file who can also be moved to leave a large bequest if properly identified, motivated and cultivated. 

This session will show you how you can do it… how to-- target donors, communicate with them effectively, and build relationships in order to maximize both the size of their bequest… and their ongoing lifetime giving. 

Intended Audience:   Development professionals responsible for overall development, direct response marketing, small donor and mid-level giving, planned giving, monthly giving, major giving, donor cultivation, etc.

Learning Outcomes -- At the conclusion of this session, participants will:

1.    Effectively target donors who are most likely to consider making a bequest to your organization.

2.    Develop effective letters and telephone scripts needed to move many of these donors to include you in their will, and to inform you of their bequest intentions.

3.    Integrate this program with your other planned giving marketing efforts and with your annual fund efforts in order to maximize the value of these donors

This session will take a look at the impact of introducing your donors to multiple channels in both the short term and long term.  Do my donors become more or less valuable when exposed/introduced to channels beyond the channel of initial acquisition.

Email has become a crucial driver of income, especially in concert with direct mail. It’s also the most cost-effective way to speak relevantly to smaller audience segments and leverage real-time information to motivate donors. See what some of the most forward-thinking nonprofits are learning from their testing and optimization strategies:

Which subject lines are breaking through the clutter now?

What formats, offers, and copy are driving greater conversion?

How can simple shifts in landing page design increase your income?

What’s no longer performing like it did last year?

When are audience segmentation strategies paying off—or falling short?

Text vs. HTML?  Photo driven vs. copy driven?  Specific dollar asks—or open ask? Go mobile—or not?

And bottom line: What are our most important insights—and surprising results—of the last year?

Intended Audience: Intermediate to Advanced level. Anyone involved with digital fundraising, from creative to marketing managers and strategists.

Learning Outcomes -- At the conclusion of this session, participants will:

1. Come away with new ideas for formats, offers, copy and strategies to test in your email and landing pages.

2. Gain insight into how to motivate donors from the inbox to the email to the donation or action.

3. Learn how to successfully leverage email to get the highest value from key audience segments.

Donors today are looking for meaningful and creative ways to help change the world.  Non-profits are looking for alternative revenue sources that inspire donors – and help the bottom line.  Hear the amazing stories of how  these charities created giving catalogues that have revolutionized their bottom line revenue—and created joy across the world.  Learn how combining best catalog practices with great fundraising strategies have created phenomenal success stories.  See how integrated multi-channel campaigns helped drive donations and transform donor behavior in North America. This session will feature top talent from internationally respected non-profits who that have strategically designed, tested and crafted effective giving catalog campaigns.

Learning Outcomes -- At the conclusion of this session, participants will:

1. Understand the importance of employing best catalog practices – both offline and online -- to create effective campaigns.

2. See proven case studies of how display, social media, search and email helped drive donations.  

3. Come away with actionable, practical ideas for creating a giving catalog that can work for your organization.

What would you do differently if you knew one of your fifty dollar donors gave a $100,000 to another cause?  What if you found out is wasn’t just one donor but 10,000 donors?  Would you treat them differently and what would happen if you did?

This session will show proven ways to find major donors within your mass marketing donor base and inspire them to give at significantly increased levels.  You’ll hear a case study from the American Bible Society on how they used advanced analytic targeting, direct mail, online and telemarketing to significantly increase donor giving from these potential major donors. You’ll also see what messaging was used and what creative worked best.   As important as seeing what worked, you’ll also hear and see examples of what didn’t work and what was learned in the process.

Intended Audience:  All development staff

Learning Outcomes (session objective) -- At the conclusion of this session, participants will:

1. How to find donors capable of giving 5 and 6 figure gifts in your mass marketing data base

2.  How to develop creative that inspires significant upgrading from these targeted donors

3.  How to use multiple channels to reach your donors in the way they like to consume information

Join us for a special Wine & Cheese Reception to network with your colleagues and learn the latest on the issues impacting nonprofit fundraising. Members of the DMANF Government Affairs Committee & staff will discuss legislative & regulatory updates on postal, charitable deductibility, and more! Learn what you need to do to protect the nonprofit community from regulatory threats and enjoy the company of your peers.

Join us at Butterfield8 NYC (http://butterfield8nyc.com/), an Urban American Gastropub and contemporary restaurant offering a unique dining and lounging experience perfect for power networking with the best of the best in the nonprofit fundraising community. 

Don’t miss this exciting event and opportunity to meet new industry colleagues, mix and mingle with the top fundraisers and marketers as well as reconnect with fellow peers.

This is a ticketed event, to purchase a ticket to this not-to-miss event go to http://www.the-dma.org/conferences/dmanonprofitny/registration.shtml.

How do you separate the donors that care deeply about your mission from those that are “one and done”? Would you treat those supporters differently if you knew that your organization was among their favorite charities? In this session, you will learn next generation segmentation techniques and how to connect with these new donor segments. You will hear from direct marketing agencies on segmentation, messaging and effectively reaching the donors.

Remember when you could judge the value of a marketing channel by measuring its direct revenue response?  Those days are long gone.  In today’s digital, multi-channel world, the medium that drives traffic, awareness or demand is often different than the medium that yields the conversion.  You need both to be successful . . . and you need measurement approaches that comprehend the impact of both on the revenue return.

So how should you value channels that receive response versus those that generate interest?  What is the benefit of display, or social media, versus search or email?  What mix of those channels do you need for the greatest level of success?  How do you measure the mix? And how do you integrate each of those with your website strategy for maximum effect?   

Join a panel of nonprofit fundraising executives from as they tackle these questions, present case studies and recent results and propose useful models for integrated multi-channel marketing.

Intended Audience:   Intermediate to Advanced level. Anyone involved with digital fundraising, from creative to marketing managers and strategists.

Learning Outcomes -- At the conclusion of this session, participants will:

1.    Understand the ideal roles of digital channels and platforms within a campaign; which drive interest, and which gather response.

2.    Be able to better design campaigns that maximize channel interactions to drive revenue.  Leverage what you're already doing in smarter ways to do more with what you've got.

3.    Understand the different types of measurement associated with channels to determine if they're really "working" or not.

We’ve all seen it! The test ideas we like the best bomb, and others rock even though they don’t seem so amazing to us. That’s the beauty and importance of testing. This fast-paced session is packed with acquisition case studies and results showing what has worked and “not” for a variety of organizations. From the smallest element to full-package tests, you’ll leave with lots of strategic and creative ideas that will impact your acquisition program.

Intended Audience:
Beginners to Advanced, from both large and small organizations

Learning Outcomes -- At the conclusion of this session, participants will:
1.  Learn how and what to test: outer envelopes, offers, gift arrays, letter copy, inserts, reply envelopes, premiums and more with lots of examples and results, including a few surprises!
2.  Find out how to “beat a control” through revolutionary whole package testing
3.  Understand that donors tell us what works and what doesn’t –  you’ll see why sometimes it’s the little things that can have a big impact on results

So, you’ve mastered the art of list planning.  What’s next?  Understand what enhanced targeting tools and techniques you can apply on top of your traditional donor acquisition list plan, all designed to maximize your investment dollars and improve results.  This session will cover such topics as ZIP modeling, enhanced lapsed segmenting, super dupes, and more.

Intended Audience:   Direct response donor acquisition leaders and managers.

Learning Outcomes -- At the conclusion of this session, participants will:

1.  Learn what tools and techniques can be applied to a traditional acquisition program

Two of the industry’s foremost experts on integrating innovative green strategies provide case studies of their successful direct mail campaigns including detailed, Echo Award winning tactics.

Intended Audience: Anyone in direct mail, especially marketing managers, direct mail managers, creative, production, list and operations.

Learning Outcomes --At the conclusion of this session, participants will:

1.  Have actionable information for applying best practices to their program

2.  Take home valuable insight into successful direct mail campaigns

3.  Know how to go about winning a Green Echo Award

As charitable giving begins to rebound, nonprofit organizations are focused on new ways to increase membership and engagement as well as drive fundraising efforts across channels, specifically online via social media. Many marketers think about the impact of online efforts on offline behavior and actions. But what about the opposite? Nonprofit marketing has deep roots in direct mail, and often an organization’s best data exists offline. There are several ways to enhance and augment this offline data to create a complete picture of your donors and identify and engage prospective donors through their preferred channels. Incorporating relevant examples, this educational session will help attendees identify opportunities to bring their offline data online and grow donations. 

Intended Audience:  Intermediate/Director or above

Learning Outcomes -- At the conclusion of this session, participants will:

1.  What data is considered valuable?  Online vs. Offline

2.  How do I connect offline data with online details to maximize donor potential?

Join the most powerful and influential professionals for the DMA Nonprofit Federation’s Organization of the Year Award. This prestigious award recognizes outstanding achievement of a nonprofit organization. Past winners include Human Rights Campaign (HRC), ASPCA, Doctors Without Borders, Operation Smile, and the American Diabetes Association.

In today’s fast moving world, it can be tough to stay on top of every new idea, new channel and sometimes even the new buzz words.  There’s a cycle to these things in the nonprofit industry – many of us start talking about things and over the next 24 months we start to see things really start to move and evolve.  The concept of INTEGRATION is caught somewhere between being a “buzz word” and a true way of being better marketers and fundraisers.  In this session, we’ll demystify what this REALLY means – how it can be a big change or even a small, very successful change – and most importantly, you’ll hear from people who are in the trenches today DOING IT.

Intended Audience:  Senior Marketers & Fundraisers, Channel Managers, Strategy Directors

Learning Outcomes -- At the conclusion of this session, participants will:

1.    Understand what it means to move your program and your organization into an integrated marketing approach

2.    Learn the 4 key steps to beginning the conversation around integration

3.    Have real examples of where organizations have succeeded and been challenged to apply to your situation

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

Telling a story … for most nonprofits it’s the single best way to engage constituents and generate a gift.  But exactly ‘why’ do story’s work?  And what are the very best ways you can use this dynamic strategy?  In this past paced session, we’ll go inside your brain to show you ‘why’ the simple act of ‘telling a story’ engages people in a way nothing else can.  Then through scores of real-world examples, we’ll show you the kinds of story approaches that work – and the kind that fall flat … the keys to making your story jump off the page … and the 5 steps you can take right now towards revitalizing your fundraising program through dynamic storytelling. 

Don't miss the final word and conference wrap up, you can only attend one session at a time, so come and hear the big ideas you missed from a panel of fundraising experts.  Go back to work on Monday armed with ALL the big ideas from the conference!