Chris Pritcher - RKD Group | LinkedIn (original) (raw)
Articles by Chris
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RKD Group
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Publications
merkleinc.com September 2, 2020
Like anyone else, many nonprofit constituents are overwhelmed by the current state of the world. As a result, some of our best fundraising tools, such as in-person events, are no longer viable. In order for nonprofits to succeed in these difficult times, they must adopt new strategies and tools to ensure that each engagement they have with each individual constituent is hyper-relevant to that constituent’s need
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Merkleinc April 25, 2019
The barrage of activity from commercial brands, nonprofits, news media, friends, and colleagues has dwindled attention spans across all facets of everyday life. Many marketers today have turned to data, analysis and technology to make the most of these shrinking moments with the consumer. After all the effort and expense to locate, target, and engage with them, are you relevant?
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DMA October 16, 2018
Brands are faced with increasing levels of competition for consumer engagement. Making connections and perfect moments with the time-starved and distracted consumer will require hyper-relevant creative that is informed by data and insights. Successful marketers will shift focus away from traditional campaigns and start every process with the person at the center. This is a paradigm shift in the way marketers need to plan and produce customer experiences. Join Merkle’s Christopher Pritcher and…
Brands are faced with increasing levels of competition for consumer engagement. Making connections and perfect moments with the time-starved and distracted consumer will require hyper-relevant creative that is informed by data and insights. Successful marketers will shift focus away from traditional campaigns and start every process with the person at the center. This is a paradigm shift in the way marketers need to plan and produce customer experiences. Join Merkle’s Christopher Pritcher and Dave Braun as they explore the importance of hyper-relevance and how to better leverage data and insights to develop high-performing creative assets. Presented for the DMA an ANA division on October 16, 2018.
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Nonprofit Pro August 28, 2018
Your constituents are overwhelmed. The omni-channel world has driven information overload to levels never seen before. The barrage of activity from commercial brands, nonprofits, news media, friends and colleagues has shrunk attention spans across all facets of everyday life. In the face of this onslaught, constituents have taken back control. They now decide which organizations they follow, the people who influence them, and the content that is served to them. To prepare for the era of…
Your constituents are overwhelmed. The omni-channel world has driven information overload to levels never seen before. The barrage of activity from commercial brands, nonprofits, news media, friends and colleagues has shrunk attention spans across all facets of everyday life. In the face of this onslaught, constituents have taken back control. They now decide which organizations they follow, the people who influence them, and the content that is served to them. To prepare for the era of people-based marketing, thoughtful organizations have focused on the data, technology and analytics required to identify, assess and engage the right donors.
While those areas are critical and must be mastered to be successful, many nonprofits overlook a critical step. After all the effort and expense to locate, target, and serve these constituents, what do you actually say to them?
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Non Profit Pro October 25, 2017
Have you directly asked your donors why they give? If so, assign those motivations to each individual donor on your file. Second, have you gone beyond the features to understand the values that drive them to make the gift? This article will discuss a motivational research approach with an example of the process.
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Non Profit Pro September 1, 2017
Who are my donors, and how have they engaged in the past? Analytics can help you go beyond financial transactions and demographic profiles
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Mining New Sources of Data for Donor Retention
Association of Fundraising Professionals: Advancing Philanthropy Summer 2017 August 1, 2017
Quoted / Interviewed for Article to Discuss the use of data to personalize message
Non Profit Pro July 11, 2017
Analysis Requires Asking the Right Questions . Asking the Right Questions Requires a Paradigm Shift to Thinking of the Person First. The critical questions focus less on campaign performance (though it’s still important) and more on getting to know your donors. I propose the four highest priority questions.
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Non Profit Pro May 25, 2017
Is your reporting accurate or merely precise? In a cross-channel environment, many of your long-held assumptions can be disturbingly false. This article covers how you can develop a plan to drive accuracy and start making better decisions.
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The Non Profit Times May 1, 2016
As you move towards true donor-centric fundraising, the "offer" that you make to each individual is a critical choice. An insight focused organization will leverage analytics to answer two key questions ...
The Easy One: What is the future value of the donor if they choose a given offer?
The Hard One: What is the individual's likelihood to choose that offer?
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Merkle Nov 2015
While our last paper focused on generating a larger pipeline and targeting more valuable donors, this one focuses on cutting costs while generating more revenue from each potential donor. Find out how your organization can become increasingly more efficient by downloading our latest paper on reducing the costs of your lists.
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Increasing Net Revenue: It’s a matter of knowing your target audience
DMA Nonprofit Federation Journal Sep 2015
Discusses an analytic approach to fundraising by helping organizations understand “Who is your Audience?” and discusses how three organizations used marketing analytics to deliver real and immediate outcomes.
Projects
Faculty, Interactive Marketing Institute, VCU School of Mass Comm
2007
Honors & Awards
"Merkled" Award Nominee
-
Apr 2019
One of five nominees for "best all around player" in Merkle Americas.
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