Taking a step up from our 101 and 201 programs going beyond the basics and principals of the “what’s” and the “if’s”, to explore higher level, more strategic topics that can take your direct marketing programs to the next level. In today’s diverse and crowded marketplace, we all need to be looking beyond today and into what tomorrow will bring. We are utilizing plans, programs, data, and results gathered from actual client programs, the attendee will learn about topics such as:
In today's marketing landscape, it's not enough to simply do what you’ve always done, donors are being distracted even more and social media is getting even more screen time from all donors and potential donors. Make sure you’re making the most of your budgets.
The mission of the 2020 Advanced Topic Webinars is simple, to help you take your programs to the next level.
8:30 - 9:45 AM EDT
Advanced Approaches to Modeling and Testing
What does ‘segment 1’ really mean? Top 100,000? Top decile? The goal of this presentation is to give marketers a better understanding of how segmentation is created in modeling, and how that information can be used to make informed decisions around marketing campaigns. Universe segmentation can help organizations be informed about the quality of names they are sourcing, both before mailing them and from mailing to mailing.
Do you have more things to test than your test quantity will allow? Multivariate testing will solve all your problems! Or some of your problems. Or at least might help you get the most out of your testing. This presentation will explain what multivariate testing is and the right times to employ it, and illustrate how fractional factorial (or Taguchi) designs can drastically reduce the number of tests you need to run. Plus, we’ll stop over in India, Japan, and the Guinness brewery in Dublin.
Objectives:
Speakers:
Shane Marple, Predictive Client Solution Manager, Nonprofit, Wiland
Shane Marple has over 5 years’ experience at Wiland and currently is the Manager of Predictive Client Solutions, Nonprofit. He leads a team of statisticians and analysts who produce models, consult with clients, and look to enhance the client co-op relationship through improved results. He works to
help translate modeling methodologies and acquisition strategies to clients in simple, easy to understand language, working with nonprofit organizations large and small. Shane is passionate about helping organizations better evaluate their campaign performance, think about new and creative ways to acquire and retain a donor, and how modeling and audience creation can be tuned to answer these questions.
Jared Weiss, Director, Advanced Analytics, AARP
Jared Weiss is the Director of Advanced Analytics for AARP. Over the last eight years with AARP, Jared's work has involved applying a variety of data science techniques to solve problems for groups across the organization, ranging from membership to programs such as driver safety and caregiving to AARP’s foundation and advocacy work to ad sales. Jared’s team has built over one hundred models to support AARP (some highlights – predicting someone’s gender using their name, estimating someone’s likelihood to renew, and predicting someone’s likelihood of being a detractor; though Jared’s favorite model may be the run expectancy one he built to justify his decision, in his capacity as the AARP softball team’s third base coach, to not send a runner home). Some of his team’s other notable accomplishments include building a chatbot, using natural language processing to scrape aarp.org and automatically categorize pages, and building a Twitter bot to identify potential caregivers. Jared has degrees in Economics from the University of Chicago and Applied Economics from Johns Hopkins.
1:30 - 2:45 PM EDT
Fundraising Horizon: All Star Digital Panel
Beth Dahlman, Vice President, M + R
Beth Dahlman has over eleven years of experience leading digital strategy that moves people and raises money. She has led strategy for a diverse set of current and former M+R clients including World Food Program USA, Greater Cleveland Food Bank, Operation Smile, Doctors Without Borders/Médecins Sans Frontières (MSF), and others. Beth also oversees M+R's digital copywriting training ensuring all our clients put out content supporters actually want to read, and most importantly, meets their goals.
Marc Almanzor, Manager of Development Systems, Doctors Without Borders/Medecins Sans Frontieres
Marc Almanzor is the Senior Manager of Development Systems at Médecins Sans Frontières/Doctors Without Borders (MSF), where he oversees the fundraising operations team, ensuring donor gift information from all revenue channels arrives into the database safely, efficiently and accurately. Marc also moonlights on Twitch, where he has used his weekly livestream to raise funds for various organizations including MSF, Children’s Miracle Network Hospitals, National Alliance on
Mental Illness, Rise Above the Disorder, and Mercy Corps. An ardent advocate of livestreaming as a vehicle for both fundraising and community engagement, he most recently spoke at the 2019 Bridge Conference Idealab and published an article in the October 2019 DMAW Marketing Advents. Marc has a B.A. in History from Rutgers University and an M.A. in Diplomacy & International Relations from Seton Hall University.
4:15 - 5:30 PM EDT
It’s not about the Cheetos: Digging below the surface to find out what’s really happening with your data
Anyone can look at a campaign-level report and talk about performance. But surface-level analytics only tell part of the story. Without understanding what turbulence may be below the surface, you won’t have all the information you need to make informed strategy decisions. Deeper analysis, marrying up-front and long-term views, and setting aside your ego and biases about what you think will make the story of your data richer – and more actionable! This panel of fundraising strategists and analyst will share how you can dig deeper to find out the causes of performance aberrations. And they will show you how to craft a story about your data that tells you where you’ve been, where you are today, and what lies ahead for your program.
Kerri Kerr, COO, Avalon Consulting Group
Kerri joined the Avalon team in 2005, making the switch from client to consultant. She had already worked with Avalon closely for six years as Manager of Annual Giving Programs at The John F. Kennedy Center for the Performing Arts. It was at the Kennedy Center that Kerri honed her fundraising management abilities and developed her expertise in benefits- and mission-based offers, high-dollar and event fundraising, and donor relations consulting—all skills that continue to contribute to the success of her client accounts at Avalon.
As COO, Kerri is responsible for the day-to-day management of Avalon Client Services—supervising strategic consulting and deliverables for Avalon’s clients and ensuring that the staff and production processes are functioning at the highest level. She also oversees the fundraising programs for a diverse portfolio of clients, including the National Parks Conservation Association, National Geographic Society, Wolf Trap Foundation for the Performing Arts, Friends of the Smithsonian, League of Women Voters, and the National Museum of African American History and Culture. Her analytical expertise and understanding of long-term member value, retention, and return on investment are invaluable assets for the client programs she manages. Kerri’s creative writing background also contributes to the compelling creative that has resulted in some of Avalon’s most successful breakthrough fundraising campaigns.
When she’s not tending to the menagerie of stray animals that always seem to end up on her doorstep, Kerri enjoys attending area performances and exhibitions with her husband, Jonathan, and their sons, Liam and Owen.
TJ Hillinger, Vice President & Director of Analytical Services, Avalon Consulting Group
TJ came to Avalon in 2004 from NARAL Pro-Choice America, where she managed a 250,000-member integrated direct mail, telemarketing, and online direct marketing program, as well as a large state affiliate fundraising program. It was at NARAL that TJ discovered her passion for direct marketing and decided to make this her career.
After many years in Avalon’s Client Services, in 2015, TJ took on the position of director of the Analytics Department—giving her the opportunity to focus on her primary interest: analytics. In this capacity, she enjoys working with all of Avalon’s clients to leverage data to improve their multi-channel fundraising and marketing programs.
TJ relocated to Durango, CO in 2008 after a six-month sabbatical, which she spent backpacking through Asia with her husband, Bill. Out of the office, she enjoys hanging out with Bill and their son Zane, her two dogs and one cat, and—depending on the season—snowboarding or mountain biking.
Anne Morrison, Principal, Anne Morrison Consulting
Independent Consultant | 2019 to Present
Providing advisory services to non-profit organizations, universities, data services providers, and consulting agencies.
Contributions:
Senior Manager of Analytics Consulting | Target Analytics, Blackbaud | 2003 to 2019
Have a login? Login Now
{{vm.loginInfo.errorMessage}}
Create an Account
Forgot your Username or Password?
Register as Guest
Address
Phone
{{slot.Name}}
{{ vm.EventInfo.EventSettings.NoShowPolicy }}