Crisis Fundraising: Managing a Transformed Direct Response Program
In early 2020 New Yorkers began to see news stories about a deadly virus surging across Asia. Then, on March 1, New York City recorded its first confirmed case of COVID-19. Within two weeks, schools, restaurants, and businesses were shuttered. The most vibrant city in the world ground to a halt.
Learn how a data-oriented, collaborative culture enabled City Harvest, the city’s first and largest food rescue organization to quickly adapt and align operations, marketing communications and fundraising strategies to meet the growing needs of a city already in a food security crisis.
We’ll share how the direct response team utilized digital and offline channels to optimize speed-to-market enabling and driving the acquisition of 20,000 new donors in just a 3-month period. You’ll hear how donor demographics and channel behavior dramatically changed and how the change impacts current and future-state strategy, messaging and budgeting.
- Learn how being a data-driven culture from operations to fundraising expedites decision-making in rapidly changing, unchartered conditions.
- Hear how City Harvest’s structure and unfettered collaboration among fundraising disciplines translated to thousands of new donors, millions of dollars in donations.
- Understand how the pandemic has transformed City Harvest’s donor file from demographics to channel behavior and how this impacts current and future-state strategy, messaging and budget allocations.
Robyn Rocondino, Associate Director Direct Response, City Harvest
As Associate Director, Direct Response at City Harvest, the world’s first and New York’s largest food rescue organization, Robyn Rocondino is responsible for designing the strategy and execution of City Harvest’s Direct Response fundraising program, including new donor acquisition, donor cultivation, monthly giving, workplace giving, and all digital channels. Robyn is charged with raising the program’s multimillion dollar annual budget.
Lisa M. Smith, Sr. Vice President, Newport One
Lisa is a highly experienced, data-driven fundraising professional who’s spent over 30 years helping nonprofits, people and agencies grow. Lisa helps organizations better understand their donors by analyzing giving behaviors and demographics defining new opportunities to engage through targeted offers, messaging and treatments. Lisa has been fortunate to work with many nonprofits across marketing sectors including City Harvest, CARE USA, Covenant House, International Fund for Animal Welfare (IFAW) to name just a few. Lisa has won multiple industry awards for excellence in strategy and creative and is a long-time member of DMA, DMAW, DMFA and NEDMA.