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Nonprofit DM201

DM 201

Direct Marketing: Tips and Techniques from the Experts

Wednesday, March 29, 2017
8:45 am – 4:30 pm

DAV Headquarters
3725 Alexandria Pike
Cold Spring, KY 41076

DMANF Member or Partner: $199
DMA Member: $299
Non-Member: $399

Register now!
Session price includes morning coffee and lunch


Not only does this program provide some basic knowledge, but it then goes beyond the basics and principals of the “what’s” and the “if’s”, to explore the details and metrics of ongoing successful direct marketing programs. Utilizing plans, programs, data, and results gathered from actual client programs, the attendee will learn the answers to questions and issues such as:

  • Testing strategy: How to test, what to look for, and when to re-test. How to ensure statistically significant tests and calculate confidence.
  • Creating a list strategy for acquisition, renewals and appeals, including detailed segmentation strategies by program.
  • Understanding the reports and information provided throughout the data hygiene and data processing process, and how that will assist future marketing efforts. Learn about list optimization and modeling opportunities, as well as best practices for efficient and effective ongoing data processing.
  • What performance metrics should you be analyzing, how to benchmark your campaigns’ performance, and how to apply your analysis to ongoing programs.
  • The checklist of building a database for current and future needs of your organization, and how to use the data to better connect with your donors.
  • What really is multi-channel marketing, and how to integrate strategy across channels with success.
  • How to create the strongest multi-channel messaging that includes a strong case for support.

Taught by industry leaders, this full day seminar will provide immediate educational benefits to the attendees, and provide actionable information which can be incorporated into current and future marketing efforts.

Whether you have been in the industry 5 years or 25 years, this seminar is for you.


Detailed schedule

8:45–9:15 | Registration

9:15–10:15
The Metrics of Creative Testing:
How to test, what to look for, when to re-test


Speaker: Mina Stanard (Senior Vice President, Avalon Consulting)

10:15-11:00
List Strategy:
Creating a list segmentation strategy for acquisition, renewals and appeals, including how to create a robust mail plan

Speaker: Jeanette Cassano (Vice President, Belardi/Ostroy)

11:00-11:15 | Break

11:15-12:00
Data Processing by the Numbers:
Understanding the information provided throughout the merge process and how it might help future efforts


Speaker: Marvin Dawson (Vice President of Operations, MMI Direct))

12:00-1:00 | Lunch

1:00-2:00
Multi-Channel Marketing:
What is it really, and how to integrate with success

Speakers: Barb Perell (Vice President of Online Marketing, Avalon Consulting) & Mark Mitchell (Vice President of Business Development, SD&A Teleservices)

2:00-3:00
Analytic Statistics Review:
What response metrics should you be looking at and how to apply that knowledge to future efforts

Speaker: Jim Emlet (Principal, Integral)

3:00-3:15 | Break

3:15-4:15
Database Data Discovery and Understanding Your Data:
The checklist of building a database along with how to use the data within the database to better connect with your donors and how to analyze your available data to better understand opportunities/trends and donor attributes

Speaker: Jason Robbins (Vice President of Sales & Marketing, ROI Solutions)

4:15-4:30 | Q&A