What can fundraisers learn from decades of direct marketing research and practice? Quite a lot. Drawing on her experience as a former Professor of Marketing, her work at EAB engaging students, alumni, and other audiences, and her personal perspective as a volunteer and philanthropist, Pam Royall will explore five principles that translate directly to fundraising: know your audience, prioritize relevance over volume, distinguish personalization from a truly personal relationship, recognize that the ask is only one moment in a much longer relationship, and measure what really matters. The session will consider how insights from marketing and consumer behavior—along with data, segmentation, communications, and emerging technologies such as AI—can help organizations build stronger donor relationships while keeping authentic human connection at the center.

Pending approval for CFRE credit.

Our Presenter

Pamela Kiecker Royall, PhD, Head of Research, Marketing and Enrollment Solutions, EAB.  Pam had 20 years of experience in higher education as a professor, department chair, and researcher prior to joining Royall & Company (now EAB Marketing and Enrollment Solutions). As a consumer behaviorist and statistician, Pam’s considerable experience has allowed her to refine and leverage her ability to ask the right questions to uncover what matters to different market segments.

Pam leads EAB’s survey research programs. In this role, she has designed and directed more than 500 studies for hundreds of college and university partners. The research programs she leads at EAB provide timely and valuable information to guide both strategic marketing plans and communications campaigns.

Pam holds a BA degree from Carleton College, an MBA from Minnesota State University, and a PhD in business administration from the University of Colorado at Boulder. She is a Trustee for Carleton College and Virginia Union University, and an active volunteer and board member for a variety of arts and culture organization.

Our Schedule

• 11:30 a.m. In-person Registration & Networking begins
• 12 p.m. Lunch 
• 12:10 Program begins 
• 1:30 p.m. Adjourn

Registration Fees

• In-person registration is $25 for members  of VAFRE ($0 for those with a Season Pass or $15 for those with a Virtual Season Pass), $30 for nonmembers who work at a member organization and for members of the Central Virginia Chapter AFP, and $40 for guests. All in-person registrants should select their meal during the registration process.
• Virtual registration is $10 for members ($0 for those with a Virtual Season Pass), $13 for nonmembers who work at a member organization and for members of the Central Virginia Chapter AFP, and $20 for nonmembers. The virtual registration fees help support the technology costs associated with offering a hybrid event.

If you are not a VAFRE member and do not work in the office of a member, consider becoming a member of VAFRE in order to access reduced registration fees.