Christy Moore, a native Arkansan and Heifer International’s vice president of marketing, recently won the Fundraising Success’ Nonprofit Fundraising Star Award given by editors at Fundraising Success Magazine.
In her more than 20 years at Heifer International, Moore has developed well-performing and sustainable fundraising programs, attracting new donors, retaining current donors and reactivating past donors, as well as increasing the number of monthly donors supporting Heifer’s projects around the world and here in the U.S.
Moore, who has risen through the ranks at Heifer International, is responsible for more than 70 percent of the organization’s income and directs its mail, telemarketing, mass marketing, email marketing and digital marketing and engagement teams.
“Christy is a phenomenal leader and I couldn't be more thrilled about this recent award. It’s very deserving,” said Cindy Jones-Nyland, executive vice president of Marketing and Resource Development at Heifer International.
“I learn from her every day and her curiosity and passion have been a tremendous asset to Heifer and have impacted millions of families in the field.”
According to Jennifer Mercer, an executive vice president at Craver, Mathews, Smith & Co. and Heifer International’s industry fundraising partner, Moore's donor-centric approach "has allowed us to cultivate donors by donor type, upgrade donors at all levels, allocate expense money where we get the most bang for our buck and steward donors properly, maximizing donor loyalty."
Some of Moore's teams' accomplishments include quintupling Heifer’s monthly giving file and managing a new and more user-friendly website with increased ‘click-thrus’ and longer time spent on the site by each visitor.
Moore's curiosity for donor motivation and industry trends has led Heifer to perform multiple donor surveys, focus groups of donors and non-donors across the country, participate in benchmarking studies, attend and speak at conferences and seminars, and test new and cutting-edge fundraising tools. She also has diversified Heifer's income through online acquisition strategies; implementation of Direct Response TV (DRTV); non-catalog, non-holiday acquisition; and online team fundraising.
According to Fundraising Success criteria, the award is judged on a body of work, a compelling project or special circumstance and an overall attitude or approach.
About Heifer International:
Heifer International’s mission is to end hunger and poverty while caring for the Earth. For 70 years, Heifer International has provided livestock and environmentally sound agricultural training to improve the lives of those who struggle daily for reliable sources of food and income. Heifer is currently working in more than 30 countries, including the United States, to help families and communities become more self-reliant. For more information, visit www.heifer.org, read our blog, follow us on Facebook or Twitter, or call 1-888-5HUNGER (888-548-6437).
