The Nonprofit Federation of the DMA Presents –
Multi-Channel Marketing: The Who, What, When, Why and How

Who Should Attend

• Strategic fundraisers
• Explore the various communication channels available
• Understand why multi-channel fundraising is important
• Discover how to determine which channels to use for which constituents and when
• Learn how to use technology to create an effective multi-channel fundraising initiative

Date & Location

Thursday, March 6, 2008, 9 A.M. – 5 P.M.
Venable LLP Conference Center, 575 7th Street, NW, Washington, DC 20004
For directions, click here.

Agenda

• I. Introduction: WHY?

• II. What
• Strategic overview of multi-channel marketing
• Overview of various channels available
• What makes a campaign multi-channel

• III. Who
• Who should be looking into a multi-channel strategy
• Who is currently using multiple channels

• IV. When
• Review characteristics of each channel
• Description of the audience type for each channel
• Provide tips to evaluate the message with the channel

• V. How
• Technology
• Preferences
• Web Analytics
• Constituent behavior

Meet the Presenters

David Lawson
Vice President, Market Strategy, Kintera

David Lawson, Kintera’s vice president of market strategy, brings more than 30 years of experience in the art of finding and profiling America’s wealthy. He founded Prospect Information Network (P!N) in 1997 to provide prospect identification services and software to the nonprofit community. P!N was acquired by Kintera in 2004.

Mr. Lawson began his fundraising career in the late 1970s as editor of The Foundation 500. In the 1980s he founded The Information Prospector, a company that grew to employ more than 30 researchers and writers producing 300 in-depth profiles monthly. As a senior consultant at CDA/Investnet (now Thomson Financial), Mr. Lawson created the company’s real estate MATCH product and designed its FACT$ Viewer database.

Mr. Lawson is a CASE Steuben Apple Award recipient and co-founder of the WOW! Institute, a training organization for fundraisers and philanthropists. He is a certified ePhilanthropy Master Trainer and has been published in industry publications including Fundraising Success, Advancing Philanthropy, and Nonprofit Tech News.

Jeff Patrick
Founder and President, Common Knowledge

After a 20-year career in the commercial world, Jeff joined the nonprofit sector in 1999 just as CRM (Customer Relationship Management) software was making its way to the nonprofit market. During this time, Jeff developed some of the earliest nonprofit tools and techniques for online-based communication and fundraising. Since then, Jeff has worked with over one hundred organizations for online email, fundraising and grassroots campaigns, base-building efforts, software selection and strategic planning. Jeff founded Common Knowledge in 2002. He is a regular speaker at nonprofit industry conferences on the topic of nonprofits and the Internet, and has been quoted in the Chronicle of Philanthropy, USA Today, and a variety of paid email and print nonprofit industry newsletters.

Peter Pasi
Executive Vice President, emotive, LLC

After graduating from Dartmouth College in 1990, Peter began his career in direct response as a copywriter at Viguerie & Associates, working for a number of political advocacy and charitable clients. He later served as Assistant Political Team Vice President at V&A's successor company, American Target Advertising. In 1995, Peter left ATA to become Marketing Manager of Trout Unlimited, where he oversaw all acquisition, renewal, and fundraising programs and developed several new cooperative and cause-related marketing programs both within and outside the fly fishing industry. Peter joined The Lukens Company as Creative Director in July 1998 and later served as TLC’s Senior Advisor and Vice President of Business Development before joining emotive. He is an active member of the Direct Marketing Association of Washington (DMAW) and a recipient of DMAW's MAXI award in recognition of outstanding achievement in direct marketing. He is also a certified field and studio producer at Arlington Independent Media, an award-winning community access television corporation. Additionally, he serves as Corresponding Secretary of Northern Virginia Aikikai, has been awarded the rank of first kyu from the United States Aikido Federation, and belongs to several professional photography associations.

Alexis Forman
Vice President, Nonprofit and Arts Division, The Lukens Company

Alexis currently supervises direct marketing strategy on all cultural accounts at The Lukens Company, including The Museum of Modern Art, the Museum of Fine Arts, Houston and the Seattle Art Museum. She is also responsible for new business development and marketing efforts for the nonprofit division. She has worked for numerous cultural and arts institutions, including the Corcoran Art Gallery, Sotheby's, and the Guggenheim Museum. Before joining The Lukens Company in 2003, she was a Senior Account Executive at LaPlaca Cohen. While there, she managed the strategic marketing plans for many cultural clients, including the Art Institute of Chicago, the Cleveland Museum of Art and the Walters Art Museum. She graduated from Smith College, and holds a M.A. in Arts Administration from Columbia University. She is a recipient of DMAW's MAXI award in recognition of outstanding achievement in direct marketing for "The Big Idea".