Avalon Consulting uses data to send a direct mail lifeline to nonprofits

Avalon Consulting Group deploys advanced data strategies in its direct marketing efforts for some of the most recognizable nonprofits in the U.S., including Friends of the Smithsonian, the National Museum of African American History and Culture and the National Parks Conservation Association. Led by owner Allison Porter, who is also president, Avalon Consulting’s progressive mission and data-driven philosophy helps organizations and causes raise money. See all of the 2024 Small Agency award winners here The firm’s marketing often relies on old-fashioned direct mail, but it applies data and research in new ways to identify the most valuable supporters. Avalon was founded in 1997, and it developed a technology platform called Merlin that provides research and analytics for nonprofits. For the Friends of the Smithsonian, Avalon analyzed the lifetime value of “members,” who received gifts and other benefits, compared to “donors,” who simply donate. After seeing that members contributed nearly two times as much as donors, the group switched marketing investments to prioritize members. Avalon’s example shows how nonprofits are utilizing performance and key metrics to acquire new customers and build lifetime loyalty. A women-led agency that considers itself “proudly independent,” Avalon said it prioritizes DEI in marketing campaigns to ensure it’s reaching all sectors of society. For the National Parks Conservation Association, Avalon ran the numbers on different types of mailing lists, analyzing how they performed to determine the return on investment from new donors. By identifying the most effective lists and ideal mailing frequency, the association hit one of its return-on-investment goals in two years—which is faster than the industry average, the agency said in its submission to Ad Age. See all of the 2024 Small Agency award winners here Using Avalon’s data, the Monterey Bay Aquarium in California was able to deduce that ticket-purchasers, who mostly buy online or at the gate, are more likely to be persuaded to become members through direct mail entreaties. Avalon Consulting’s research showed that although online marketing can be cheaper than mail, the conversion value from direct mail was greater.

Avalon Consulting uses data to send a direct mail lifeline to nonprofits

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