Omnicom Group Inc.'s Grizzard Agency partnered with analytics firm StrategicOne LLC to generate more revenue for nonprofits engaged in fundraising through direct marketing.
Using the combined package, clients can work within a series of linked modules to better identify prospects more likely to donate. Clients also can learn which donors are optimal upgrade targets, those who are likely to lapse over different periods of time and prime candidates for reactivation.
“In today's increasingly competitive marketplace, many organizations with mature direct mail fundraising programs are having a difficult time growing revenues,” said Chip Grizzard, CEO of his self-named agency in Atlanta. “The industry's response has been to push for multichannel integration, which continues to be important.
“However, we still feel like nonprofits are missing opportunities. With StrategicOne's advanced analytics, we can now detect what is happening with individual donor-giving trends and, more importantly, why the behaviors are occurring.”
Grizzard's system lets development directors answer key questions about prospect and donor motivation and behavior. The data set is also interpreted and creative strategies devised. The ties with Kansas City, MO-based StrategicOne's data analysis programs will let Grizzard drill deeper into a donor database to design relevant customized packages.
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
