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Chris Pritcher

SVP, Customer Strategy, Merkle
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As SVP, Head of Vertical Markets Strategy, Chris leads a team of strategy executives who are focused on connecting, creating, and curating intelligent experiences that empower consumers and transform businesses. Chris and his team bring deep expertise across seven industries to ensure brands in these verticals connect marketing silos to reach the rising expectations of today’s consumer. He has held multiple leadership roles at Merkle including building the Creative Strategy practice and managing the audience analytics practice for the health, retail, and nonprofit industries.

Chris brings numerous years’ experience in marketing strategy, analytics, and thought leadership, having previously served on the Executive Committee at the leader in higher education marketing. He has had the opportunity to partner with some of the largest and most recognizable institutions in the country to leverage personalized marketing to achieve enrollment and advancement goals.

Prior to his time in higher education, Chris held various analytic positions in financial services. Chris holds a BS in Systems Engineering from the University of Virginia and an MBA from the Darden School of Business.

Chris's Articles, Blog Posts, Webinars and More

Webinars We suggest...

How Nonprofits Can Thrive in the New Normal

The way your nonprofit adapts to the massive shifts caused by COVID-19 will have a profound impact on your long-term success. Nonprofit fundraisers and marketers must embrace two simple truths in the normal:
Topics: Nonprofit
Articles We suggest...

What Motivates Your Donors to Give?

When considering giving motivations, most nonprofits turn to their well-tested case for giving or a list of organizational features. More sophisticated organizations turn to recent survey data that provides details about their donor base or a group of donor personas.
Topics: Nonprofit
Blog We suggest...

Your Cost Per Dollar Raised Metric is Wrong

Most marketers measure the effectiveness of each fundraising channel with cost per dollar raised or income per name. Guess What? These metrics are wrong. They are not inaccurate due to lack of trying. In fact, many spend considerable effort ensuring these metrics are extremely precise.
Blog We suggest...

The Path to Donor Centricity: Selecting the best offer

We have arrived at the final step in our people-based analysis process. So far, we have predicted the future value of each donor, segmented them, and understood what motivates them to give. Lastly, we need to select which offer is best for them.
Topics: Nonprofits
Blog We suggest...

The Path to Donor Centricity: What motivates donors to give?

Understanding motivation is the third step of our people-based analysis process. To date, we have identified the future value of your donors and segmented them by both their actions and a well-rounded view of the donor as a person. Now we ask the question: Why do donors give to my organization?
Topics: Nonprofits