Speaker: Mike Sexauer, Director of Advancement, Pittsburgh Parks Conservancy

"Test, Test, Test for Successful Direct Marketing"

Direct marketing is one of the most effective ways to recruit new donors and to keep past donors engaged. But how are you measuring and reporting the success of each mailing or the entire program? Is a 7% response rate ALWAYS better than a 2% response rate? When are Return on Investment (ROI) and Cost per Dollar Raised (CP$R) effective measures. Michael Sexauer, the Director of Advancement for the Pittsburgh Parks Conservancy, will outline the art and math of measuring direct marketing effectiveness and efficiency in a way that is clear and easy to use.

Michael Sexauer has 20 years of marketing communications and research experience. As Director of Advancement at the Pittsburgh Parks Conservancy, Mr. Sexauer oversees fundraising support, IT, marketing, advertising, membership development, public relations, and event management for the organization.  With experience in financial services marketing, Sexauer served as the Vice President of Knowledge-Based Marketing for PNC Financial Services from 2000-02. He also worked as the manager of Post-Gazette Direct, overseeing market research and direct marketing sales for the Pittsburgh Post-Gazette.   He also served as the Director of Marketing for Phipps Conservatory helping the institution achieve consecutive years of record attendance and growth in 2007 and 2008.

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CFRE Credit Form: 

CE Tracker - AFP Western PA Chapter 5-19-11.pdf