Implementing a strategic approach to communications. After many years collaborating with top consumer marketers on their advertising and brand messaging, I've realized the importance of introducing strategic discipline at the outset: it yields positive outcomes. We apply this same rigor to our fundraising and member acquisition and retention initiatives, leading to remarkable transformations. This process can also benefit your organization. We refer to it as the Laboratory for Fundraising Effectiveness, which consists of a three-step, data-driven methodology that includes an Assessment, Feasibility Study, and Strategic Plan Recommendation.