Rethinking Direct Mail Strategy
Recorded On: 12/09/2014
Marketing, communications, and media have changed dramatically in recent years. But - make no mistake - direct mail is alive and well. In fact, direct mail is still the primary driver of donors and dollars at most annual giving programs today. Now, through data, analysis, and market research, we have an opportunity to rethink our mailings in new ways that improve results without increasing costs.
Register now for your entire team to learn how to develop a creative, efficient, and effective direct mail strategy for your annual fund.
WHAT YOU WILL DISCOVER
- Strategies for acquiring, reactivating, retaining, and upgrading donors through direct mail
- Methods for leveraging analytics and market research to improve response rates and return on investment
- Tactics that don't require a big budget
- Examples that have worked at other institutions
- And more!
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Senior Director of Philanthropy, The Scripps Research Institute
Meredith Johnston is the Senior Director of Philanthropy at The Scripps Research Institute in La Jolla, California, where she currently oversees the comprehensive fundraising efforts. She's led annual and major gift programs at The University of California, Riverside and the University of California, San Diego and served previously as the Associate Vice President for Annual Giving at Oklahoma State University. A recognized industry speaker and CASE presenter, Meredith holds a B.A. in Literature from the University of North Texas.