Virginia Association of Fundraising Executives

Log in

Data Driven Decisions

  • Tuesday, February 04, 2020
  • 11:30 AM - 1:15 PM
  • Jefferson Lakeside Country Club
  • 7


  • A special offer for participants in IOP programs to join VAFRE for a complimentary meeting.
  • For those individuals who are members of VAFRE.
  • For individuals who are not personally members of VAFRE but whose organization has one or more paid members.
  • For individuals who are not members of VAFRE and whose organizations do not have another member.
  • For members who have purchased their season pass only.

Online registration for this event is now closed. If you wish to attend, please e-mail

Learn how to harness your organization’s data to predict which constituents are most likely to become donors, who to ask for an upgrade next, and which channels are most effective for which constituents. Tom Zydel and Dana Gresko of EAB Advancement Marketing Services will bring real examples of analytics that have helped annual giving programs drive more donor activity and plan out a yearlong solicitation strategy informed by data.

Our Presenters

Dana Gresko has been the Director of Analytics and Fundraising Strategy at EAB since October, serving as the Manager of Analytics and Fundraising Strategy for the previous four and a half years. She worked with the predecessor company, Royall & Company, for five and a half years as a Strategic Planner and Senior Client Data Analyst. Previously she worked for three years as a Planning & Production Manager for the Colonial Williamsburg Foundation, coordinating the foundations’ direct response fundraising, and as the Membership Manager at the American Folk Art Museum for four years prior to that. She holds a BA in Political Science from the University of Michigan.

As a Senior Strategic Leader with EAB's Advancement Marketing Services, Tom Zydel oversees the development and execution of fundraising strategies that enable his clients to reach their annual donor and revenue goals. Tom brings nearly 15 years of individual giving experience to his role. Prior to joining EAB, he held various membership and fundraising roles at The Metropolitan Museum of Art in New York and at the Virginia Museum of Fine Arts in Richmond. Tom has earned a BS in Business Administration with a minor in Classical Civilization from the University of Richmond and his MA in Global Marketing Management at Virginia Commonwealth University.

  • 11:15 a.m. Registration begins
  • 11:30 a.m. Table Talk: What data points are you currently using?
  • 12:00 p.m. Luncheon
  • 12:25 p.m. Program Begins
  • 1:15 p.m. Adjourn 
    • Regular: Alton Brown's Meatloaf, Cheddar Whipped Potatoes, Southern Style Green Beans
    • Vegetarian/Gluten Free: Veggie burger, gluten free bun. LTM and ketchup on the side
    • Dessert: Apple Pie

    $20 for members (no additional fee for Season Pass holders), $25 for nonmembers employed by a member organization, and $30 for nonmember guests. Fees support program costs and administration. Registrations should be received by end of day January 29th.


    Contact VAFRE Administrator Mary Kidd, CMP, CAE at (804) 368-3398 or by e-mail to


    Credits for a future meeting or refunds will be given if notification of cancellation is received at VAFRE’s office prior to noon on the Thursday before a regular Tuesday meeting. If cancellation is received after the Thursday before a regular Tuesday meeting, credits and refunds will be given at the discretion of the Management Company based on the number of late registrations received. In the event of illness or an emergency, credits or refunds may be granted at the discretion of the Management Company.

    • Home
    • Data Driven Decisions

    © 2021 Virginia Association of Fundraising Executives (VAFRE).
    All rights reserved.
    VAFRE • P.O. Box 6605 • Richmond, VA 23230
    Office/Fax (804) 368-3398

    Powered by Wild Apricot Membership Software