NWF Gets Merkle Database, Keeps Firm as Consultant

The National Wildlife Federation signed a deal for ongoing consulting work with Merkle after installing a comprehensive custom database from the company.

The database, called a Fundraising Knowledge Center, contains the NWF's donor and membership information and lets the nonprofit enhance its marketing and improve its donor programs.

As database agency of record for the nation's largest private, nonprofit conservation education and advocacy organization, Merkle will perform ongoing consulting to support NWF's direct membership outreach strategy, which includes member acquisition, renewal and special issue appeals.

The work will be done by Merkle's fundraising division, Merkle|Domain. The length and financial terms of the new contract, announced this month, were not disclosed.

Fundraising Knowledge Centers are proprietary database infrastructures developed by Merkle that enable the management of all aspects of donor acquisition and retention programs, from campaign planning and execution to post-campaign analysis and measurement. Using a Fundraising Knowledge Center, organizations can determine ROI more accurately in their member acquisition programs.

"With the delivery of the Fundraising Knowledge Center, and based on our successful relationship, we are looking forward to our ongoing relationship with Merkle, and we expect them to help us successfully execute innovative and effective donor contact management strategies," said Dave Strauss, NWF vice president of database operations and marketing.

NWF, founded in 1936 and based in Reston, VA, depends on donations and fundraising to finance its conservation initiatives and its wide range of communication and education programs. The federation represents 4 million members and supporters joined by affiliated wildlife organizations in 47 states and territories.

Along with its work with NWF, Merkle, Lanham, MD, provides database and donor program services for fundraising groups such as the Arthritis Foundation, the Cystic Fibrosis Foundation and the Christian Appalachian Project.