Meet the Broker: Heather Maylander
Today we meet Heather Maylander, managing director at Lake Group Media Inc. Maylander has brokered lists and insert media for a diverse range of commercial and nonprofit mailers for 22 years.
From 1987 until the beginning of 2008, she worked with nonprofit fundraising, catalog, retail and publishing industry clients at American List Counsel.
Since joining Lake Group a year ago in February, Maylander has shifted more focus to the nonprofit fundraising sector. Roughly 70% of her brokerage work currently involves nonprofit organizations.
Clients that she brokers data for include City Harvest, Democratic Congressional Campaign Committee, Heifer Project International, Historic Sales, Paper Wishes, Planned Parenthood, Project Hope and Spa Magazine.
Maylander foresees a fundraising future with nonprofits doing more multichannel marketing, following the lead of many catalogers, which already have become more Internet media oriented and less direct mail driven.
“Catalog mailings have become ancillary. Companies still mail catalogs because customers like the feel of paper and because catalogs drive people online,” she says.
Nonprofit organizations, particularly those with young supporters, are giving more consideration to Internet media. Others are turning to insert media for fundraising. The reasons are no secret: List universes keep shrinking, postage keeps rising and competition for direct mail donations keeps increasing.
“Clients seem more interested in looking at alternatives than ever before. They’re looking at e-mail and mobile text messaging,” says Maylander.
Besides direct marketing, her other interests include travel, art and golf. Maylander traveled to places like Russia and East Africa. China is on her to do list. She collects wood carvings and paintings. “I play golf almost every weekend,” she says.
How is recession affecting fundraisers?
“Fall seemed dismal. December was relatively strong for fundraisers. I was recently at the nonprofit show and I feel optimistic,” says Maylander.
“There’s still growth in fundraising markets. Marketing budgets are flat, but donors are being compassionate and showing concern for food banks and philanthropic needs.”
What’s most challenging about multichannel marketing?
Coordinating the data from different marketing channels is one of biggest issues.
“What’s really challenging is coordinating with the online group and the direct mail group to make sure they’re working in unison,” says Maylander.
These will be difficult issues for nonprofit organizations because it involves structural changes. Catalog companies have been dealing with this for a few years. “They’re already ahead in this game,” she adds.
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