Session 50 | 8:30 am | Unleash the Power of your Database: Appeal Segmentation and Variable Messaging

Session 50
8:30 am – 9:30 am

Michigan
Unleash the Power of your Database: Appeal Segmentation and Variable Messaging

Moderator and Speaker: Steve Schons, CFRE
Director of Stewardship
Diocese of Fargo, North Dakota

Speaker: Monica Herman
Executive Director
Catholic Foundation of Southern Minnesota
Winona, Minnesota

Speaker: Tom Struthers
Inspired Gifts Specialist
TurnKey Direct Marketing
Excelsior, Minnesota

Talking to your donors individually is the key to maximizing both appeal response and donor lifetime value. This session will present common segments of your database worth the effort to variable message and ask. We will cover practices that increase participation of new donors and challenge existing donors to give at higher levels. Your donors will feel appreciated and more connected to your mission. Best practices for managing the complexity of segmentation will also be given.


Mr. Steve Schons, CFRE

Steve Schons is director of stewardship and development and president of the Catholic Development Foundation for the Diocese of Fargo, positions he has held since 2009. Prior to joining the Diocese of Fargo, he worked as director of planned giving for a Fargo-based private nonprofit for 11 years. His accomplishments include surpassing annual appeal goal every year with a 40 plus percent participation rate and increasing foundation assets from $22 million to $69 million. Mr. Schons holds the CFRE credential and is a member of the Association of Fundraising Professionals (AFP) and the Knights of Columbus at his home parish of Sts. Anne and Joachim in Fargo, North Dakota.


Ms. Monica Herman

Monica Herman currently serves as executive director of the Catholic Foundation of Southern Minnesota in Winona, Minnesota. She previously held the position of director of stewardship/development and communication for the Diocese of Winona-Rochester. Prior to her work in Winona, Minnesota she was involved in stewardship and development with Catholic foundations, schools and hospitals. She currently lives in Arcadia, Wisconsin with her husband, Alan, and their beloved French bulldog, Norman. Together they have two grown children.


Mr. Tom Struthers

Tom Struthers started Turnkey Direct Marketing in 1998 and has gone on to serve nonprofit causes exclusively for 22 years, including raising hundreds of millions of dollars through Catholic diocesan appeals. He brings a wealth of response expertise and best practices to the appeal production process.

Mr. Struthers and his wife, Kari, have been married for 31 years. They are active in marriage mentoring, seminarian formation, Eucharist ministry, and Bible study at St. Victoria Parish in Victoria, Minnesota. He holds a bachelor’s degree in business administration from Texas Christian University and an MBA from the University of St. Thomas.