Special event
Aug 15

FREE Members
FREE Non-members

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Webinar – Mastering Metrics to Optimize Your Program

In this session, learn more about all of the essential reporting tools needed to manage a successful direct response fundraising program. We will explore critical upfront reports to manage to fiscal year budget and compare year over year trends, as well as donor-level key performance indicators to keep a pulse on the health and efficiency of your program on a rolling basis. In addition, specific basic calculations will be provided to apply these tools to your own program.

Attendees can expect to:

  • Learn about the key views to use to measure upfront fiscal year, program, and campaign performance
  • Review the specific upfront metrics relevant to reporting, like response rate, average gift, revenue per thousand mailed, etc
  • Discuss the most helpful donor-level metrics to review on a rolling and annual basis, like retention rate, income per donor, etc
  • Learn about special reports to take your program to the next level
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Our event sponsors

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TJ Hillinger, Vice President and Director of Analytics, Avalon Consulting

TJ came to Avalon in 2004 from NARAL Pro-Choice America, where she managed a 250,000-member integrated direct mail, telemarketing, and online direct marketing program, as well as a large state affiliate fundraising program. It was at NARAL that TJ discovered her passion for direct marketing and decided to make it her career.

After many years in Avalon’s Client Services, in 2015, TJ took on the position of director of the Analytics Department—giving her the opportunity to focus on her primary interest: analytics. In this capacity, she enjoys working with all of Avalon’s clients to leverage data to improve their multi-channel fundraising and marketing programs.
TJ lives in Southwest Colorado but is a regular visitor to Avalon’s DC office. Out of the office, she enjoys hanging out with Bill and their son Zane, her two dogs and one cat, and—depending on the season—snowboarding or mountain biking.


Kevin Moran, Co-Founder & Principal, Integral

Kevin T. Moran is co-founder and principal of Integral, LLC. With over 20 years of experience, Kevin provides strategic analytical consulting to clients including the ASPCA, Doctors without Borders, Amnesty International, United States Holocaust Museum and Memorial, and National Parks Foundation among others.

Prior to launching Integral, Kevin held senior level fundraising positions at The Nature Conservancy where he was responsible for growing the file to 1,000,000 members and directing the Conservancy’s online presence. Kevin served in lead fundraising roles at The National Parks and Conservation Association, The Wilderness Society, the Human Rights Campaign, and AARP. Additionally, he was a strategy consultant at two interactive marketing agencies serving the nonprofit community – IAPPS and AppNet/Commerce One.

Kevin is an industry thought leader who has spoken at many events including DMA conferences in New York and Washington, the Bridge Conference, the Convio Summit and the Target Summit. His expertise is in helping organizations leverage analytics to build, manage and grow key business models including online, direct response, major donor, advocacy, and planned giving.

Kevin is a member of the DMA, DMAW, NTEN, and AFP. He lives in Washington, D.C. and enjoys competing in triathlons when time permits.


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