Special event
May 22
8:45AM - 4:45PM

$125 Members
$150 Non-members

1500 Spring Garden St #1200
Philadelphia, PA 19130

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DM 201 Philly

Building on the practices and concepts put forth in the extremely successful DM101 program, DM201 has something for everyone. It 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, Topics to be covered include:

  • The Metrics of Creative Testing
  • Modeling – Lists – Email Matching – Coop
  • Retention/Lapsed Strategies
  • Upgrading Mid-Level Strategies
  • Analytic Optimization
  • Multi-Channel Marketing

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 for 5 years or 25 years, this seminar is for you.


8:30 – 9:00 AM – Registration and breakfast

9:00 – 10:00 AM – The Metrics of Creative Testing
Speakers:  Kerri Kerr, Chief Operating Officer, Avalon Consulting
                   Dennis Lonergan, President, Eidolon Communications

10:00 -11:00 AM – Modeling – Lists – Email Match – Coop
Speaker:  Angela Newsom, Client Services Director, Wiland

11:00 – 11:15 AM – Break

11:15 – 12:15 PM – Retention/Lapsed Strategies
Speaker: Marie Kosanovich, Account Director, Lautman Maska Neill & Co.
                Lynn Waller, VP Client Services, CCAH

12:15 – 1:15 PM – Lunch

1:15 – 2:15 PM – Upgrading Mid-Level Strategies
Speaker: Karin Kirchoff, Founder and President, K2D Strategies
                 Kathy Swayze, Principal, Impact Communications

2:15 – 3:15 PM – Analytic Optimization
Speaker: Thalamus Hill, SVP Analytics, RKD Group

3:15 – 3:30 PM – Break

3:30 – 4:30 PM Multi-Channel Marketing
Speaker:  Katy Jordan, Vice President of Integrated Media & Strategy, ForwardPMX
                 Mwosi Swenson, President and CEO, Mal Warwick Donordigital

4:30 – 4:45 PM – Wrap Up/Q&A.

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Kerri Kerr, Chief Operating Officer, Avalon Consulting

Kerri joined the Avalon team in 2005, making the switch from client to consultant. She had already worked with Avalon closely for six years as Manager of Annual Giving Programs at The John F. Kennedy Center for the Performing Arts. It was at the Kennedy Center that Kerri honed her fundraising management abilities and developed her expertise in benefits- and mission-based offers, high-dollar and event fundraising, and donor relations consulting—all skills that continue to contribute to the success of her client accounts at Avalon.

As COO, Kerri is responsible for the day-to-day management of Avalon Client Services—supervising strategic consulting and deliverables for Avalon’s clients and ensuring that the staff and production processes are functioning at the highest level. She also oversees the fundraising programs for a diverse portfolio of clients, including the National Parks Conservation Association, National Geographic Society, Wolf Trap Foundation for the Performing Arts, Friends of the Smithsonian, League of Women Voters, and the National Museum of African American History and Culture. Her analytical expertise and understanding of long-term member value, retention, and return on investment are invaluable assets for the client programs she manages. Kerri’s creative writing background also contributes to the compelling creative that has resulted in some of Avalon’s most successful breakthrough fundraising campaigns.


Dennis Lonergan, President, Eidolon Communications

Dennis brings more than 30 years of experience to his role at Eidolon Communications, where he serves as creative strategist, message specialist and principal writer for its clients. He co-founded Eidolon with partner John Graves in 1987 after a stint as a freelance journalist and copywriter and as a senior writer for The Kamber Group, a Washington, D.C.-based public relations firm. Prior to joining Kamber, he was deputy press secretary for then-U.S. Rep. S. William Green (NY-18), and a political advertising producer. Dennis has created and written award-winning packages for the International Rescue Committee, Human Rights Campaign, Consumer Reports, United Nations Foundation, the Trevor Project and other organizations, and written for four Democratic presidential campaigns. He was co-chair of the board of directors of GLAAD/NY for two years, during which time he co-founded the GLAAD Media Awards. He is a former member of the board of directors of SAGE, Services and Advocacy for Gay & Lesbian Elders and an adult literacy tutor for Literacy Partners in New York.


Angela Newsom, Client Services Director, Wiland


Marie Kosanovich, Account Director, Lautman Maska Neill & Co.

Marie has worked in the Direct Marketing industry for over 20 years – 12 of which have been dedicated specifically to fundraising for nonprofit organizations. As an Account Director, Marie manages the direct response campaigns for the Chesapeake Bay Foundation, Parkinson’s Foundation, Marine Corps Association Foundation, United Spinal Association, Northern Westchester Hospital Foundation, and Ronald McDonald House Charities.

Prior to joining Lautman Maska Neill and Company, Marie managed multi-channel membership campaigns for arts and cultural institutions at The Lukens Company. However, her roots in production started at Quad/Graphics, where she trained in the pressroom and later managed accounts for multi-million-dollar magazines and catalogs. This in turn lead her to Production Solutions, where she honed her skills in direct mail marketing. She is currently serving on the Board of Directors for the Direct Marketing Association of Washington as Programs Committee Chair.


Lynn Waller, VP Client Services, CCAH

Lynn Waller has been in the industry for more than 20 years and is one of the most tenured Vice Presidents at Chapman Cubine Adams and Hussey. Lynn began her career in the analytical department but found her true calling when she was able to translate data into actionable results-based multichannel strategies maximizing both revenue and file growth for her clients. Over the years Lynn has lent her strategic and analytical experience to a diverse portfolio of clients, to include political and advocacy organizations, health charities, hospitals, financial institutions and associations.


Karin Kirchoff, Founder and President, K2D Strategies

With 25 years of experience working with and directly for some of the most dynamic and forward thinking nonprofits, Karin Kirchoff founded K2D Strategies to deliver top notch strategies to nonprofits causes in a way that serves their needs – and not the other way around. Karin has dedicated her career (and volunteer service) to making the world a better place. Her unique perspective and experience comes from serving in executive leadership roles for respected nonprofits like Defenders of Wildlife and National PTA and more than ten years of experience with two direct response agencies directing agency operations and client services. In each role, she has deployed a ceaseless focus on nonprofit direct response strategies and infrastructure needs in order to advance the mission of flagship brands, federated organizations and niche causes.

Her work across channels has helped raise more than $100 million for nonprofits serving nonprofits who focus on women’s and reproductive rights, advocacy for the LGBTQ community, human rights, wildlife and the environment, animal rights and protection, children and public education, music and the arts, and so much more!


Kathy Swayze, Principal, Impact Communications


Thalamus Hill, SVP Analytics, RKD Group

Data-driven and dynamic analyst and strategist. More than two decades in commercial and nonprofit marketing and fundraising leveraged to provide deep insights and analytics solutions. Let's start with your question and let the data show you the answer.


Katy Jordan, Vice President of Integrated Media & Strategy, ForwardPMX


Mwosi Swenson, President and CEO, Mal Warwick Donordigital


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