Senior Manager, Direct Response National Audubon Society
This will be a panel session featuring three nonprofits to discuss how their organizations approach new donor acquisition holistically.
We will explore the halo effect of the various channels employed -- mail, digital, DRTV, and Canvassing -- on new donor acquisition.
The panel will have three client examples: National Audubon Society (NAS) with a mature acquisition program, National Organization for Women (NOW), who recently rebooted their acquisition, and the National Domestic Violence Hotline, who started acquisition in late 2025.
The session will feature 1. The analytics and assumptions that go into the annual campaign planning 2. Campaign results along with retention and long-term value metrics 3. Match back reports to show the impact of the marketing effort out of channel 4. How to structure your investment pool 5. Advocating for acquisition investment – tips on what worked for us.
Learning Objectives:
Examples of how to lay-out the acquisition marketing strategy across myriad of channels
How to balance the upfront investment with future revenue and engagement opportunities
What has worked for us when you are lobbying for investment dollars
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