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Moving the Needle: Multichannel Audience Planning Beyond RFM

April 8, 2026 12:00 PM - 1:00 PM (EDT)

Description

Is your direct response strategy stuck in a "transactional" loop? Relying solely on Recency, Frequency, and Monetary (RFM) metrics was the gold standard for decades, but in today’s fragmented digital landscape, it’s only one piece of the puzzle. To truly move the needle, organizations must evolve their audience planning to bridge the gap between offline mail and online behavior. 

Join us for a deep dive into the next generation of audience strategy. This expert panel will explore how to move beyond basic transactional history to incorporate identity-based insights and behavioral modeling into your Acquisition, Renewal, and Reactivation programs. 

What We’ll Cover: 

Beyond the Gift
Why identity and real-time behavior are replacing simple transactional history as the primary drivers of segmentation.

The Multichannel Roadmap
How to align your mail and digital planning to ensure a seamless donor experience across every touchpoint. 

Advanced Modeling & Personalization
Leveraging data to deliver the right message to the right person at the right time—without over-complicating your workflow.

Measuring Success
A fresh look at reporting structures that capture the true impact of multichannel orchestration. 

Meet the Panel

Moderator
Brenna Holmes, Founder, Brenna Holmes Advisory Consulting

Panelists
Emily Martin, Acquisition & Digital Marketing, International Rescue Committee (IRC)
Beth Palmisano, Retention, The Nature Conservancy (TNC)
John Wilburn, Director, Nonprofit Data, Epsilon 

Don’t miss this opportunity to learn from some of the industry’s top leaders as they share the frameworks, they use to drive growth and loyalty in a complex world.

Location

Virtual - Zoom Meeting

Zoom link will be provided in the confirmation email.
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Contact Information

Direct Marketing Association of Washington (DMAW)
Name: DMAW Membership
Email: membership@dmaw.org
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