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Tuesday, October 7 • 3:15pm - 4:15pm
Tapping the Gold Mine of Lapsed Donors

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Reactivation of lapsed donors has proven to be a worthwhile undertaking for many charities. But where do you begin? How do you tap their inner hero to give to your mission again? In this session, our panelists will share their strategies, tactics, DOs and DON'Ts on how to breathe life into your lapsed donors, as well as the direct marketing formats and techniques that are proving to be effective.

In this session you will:

1. -Be presented with an  overview of challenges of donor retention with a focus on the "gold mine" of reactivation (renewing lapsed donors)

2. - Learn about reactivation campaigns, strategies and tactics including segmentation, creative, copy, formats, schedule of direct marketing touches (both mail and digital)

3. - Learn, based on case studies, what works and what doesn't


Moderators
avatar for Renee Brueckner

Renee Brueckner

Operations Director, Association of the Miraculous Medal

Speakers
avatar for Rowena Cala

Rowena Cala

Director of New Donor Acquisition, Habitat for Humanity International
Director of New Donor Acquisition for Habitat for Humanity International, has 23 years overall experience in marketing and advertising, inclusive of nearly 20 years in direct marketing.  16 years of her direct marketing career have been in non-profit fundraising for organizations such as Habitat for Humanity International, The Salvation Army corps, American Red Cross chapters, Children’s Miracle Network, NCI-designated Cancer... Read More →
avatar for Cheryl Keedy

Cheryl Keedy

Senior Strategist, Direct Response and Marketing Formats, Production Solutions
Cheryl Keedy’s 19 years of experience in the direct response industry uniquely positions her as Production Solutions’ innovative formats and direct mail solutions expert.  Her extensive background in direct mail program management, creative formats and techniques, fundraising and postal logistics provides the basis of her expertise, allowing her to strategically audit and provide suggestions for optimizing the impact and... Read More →
avatar for J.B. Mantz

J.B. Mantz

Director, Direct Marketing and Operations, Mercy Home for Boys and Girls
J.B. Mantz is the Director of Direct Marketing and Marketing for Mercy Home for Boys & Girls, a home for abused, abandoned, and neglected children.  J.B. has led presentations on non-profit fundraising to the University of Chicago, the National Catholic Development Conference, and the Direct Marketing Association.  J.B. has also served as a Senior Adviser and Consultant for candidates for public office in Chicago and throughout... Read More →


Tuesday October 7, 2014 3:15pm - 4:15pm
Los Angeles/Miami