Meet the Broker: Donna Packer
Today we meet Donna Packer, CEO of Packer List Inc., a Washington, DC firm that specializes in the nonprofit realm. She still believes that the basic formula of mailing the best packages to the best lists remains the best strategy for mailers. However, the current economic downturn is leading her to take fewer chances than she might have during less unstable times.
“This is not rocket science, this is just common sense,” she says.
Her firm, which celebrates its 20th birthday this October, brokers files for charities and nonprofits including food banks and organizations for the blind, veterans, evangelical causes, animals and the arts.
“I think before I test a list, I’m pretty darn sure I’ve got a winner. [I make sure] I’ve got the usage and I’ve seen what they’re mailing,” she says, noting that in the past she was more willing to “think outside the box.”
“In this market we don’t want the client to lose money; you really have to think of every client very personally,” she says. “Every dollar that they spend I have to think of as my own money because what I’m trying to maximize their return.”
On top of that, other factors are affecting the list brokerage business.
“The competition for every dollar is tougher,” she says.
She cites animal causes—one of her current bright spots at the moment—as an example. While 20 years ago there were five large players, today there are many smaller organizations vying for donations.
In her time in the business, Packer has seen a few changes, some both good and bad. Take technology, for example.
“In a way technology is wonderful. I can send out orders in a matter of minutes,” she says. “But because everything is now done by e-mail I miss the personal phone calls and the interaction I had with brokers and managers.”
Overall, she’s optimistic the recession will eventually end.
“I think we want everyone to keep in the mail,” she says. “We want to keep their house files strong because the economy will change and you want to be prepared for that.”
Packer and her husband live within the Beltway. One interest close to the couple’s hearts is helping local disadvantaged children.
“In DC, we adopted a class of third graders,” she says. “We graduated 90% of our kids from high school and 70% have gone onto further education or trade school which we’re paying for through the “I Have A Dream Foundation.”
