Integration Key to Non-Profit Day

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When the Direct Marketing Association sponsors its ninth annual Non-Profit Day next week in New York, the focus will be to stress the importance and benefits of conducting more business over the Internet and through teleservice programs.


"Creating Success Through Integrated Marketing" is the theme for DMA Non-Profit Day '98, which runs Aug. 12-13 at the Waldorf-Astoria. So far, 160 people are registered, the DMA said. With more late and on-site registration expected, officials expect the total number of attendees to eclipse those of the last few years.


As for the conference itself, there will be the same number of sessions, but the DMA has added a production workshop to the preconference schedule. The workshop will aim to teach novice and veteran direct marketers about the "small stuff" that can be beneficial before, during and after the production process.


Speakers at the production workshop will be Charles Kelly, general manager for the Central Association of the Miraculous Medals, and Andy Hogan, membership director for the National Parks and Conservancy. Among the conference's nine sessions are "Leading Your Organization to an Integrated Marketing Plan" and "Building Affinity by Moving Prospects and Suspects Up the Donor Pyramid" to "The Fundamentals of New Donor Acquisition" and "Fundamentals of Donor Renewal."


Steve Cone, president of customer marketing at Fidelity Investments, will give the keynote speech. He will discuss how to achieve integration by using multiple marketing strategies.


World Vision, Federal Way, WA, will receive the "Non-Profit Organization of the Year" award at the Aug. 13 luncheon. The DMA chose World Vision as a result of its successful direct marketing techniques, financial performance and its ethical nonprofit standards.


"World Vision has successfully applied cutting-edge direct response marketing techniques in both donor acquisition and cultivation programs to raise funds and support for their activities," said Max Hart, chairman of the Non-Profit Council and director of fundraising for the Disabled American Veterans. "Their success has enabled them to fulfill their mission of transforming the lives of those in need of help."


Last year, World Vision increased the money it raised -- $48 million -- compared to the previous year by 15 percent.
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