About Us

Donnée: (doe'nay)

1. Data.
2. Gave.

Can one French word tell you everything you need to know about our company? Of course not, but we think the two meanings of "Donnée" capture the essence of our proven approach to fundraising success. With The Donnée Group, you will receive a thorough and thoughtful analysis of your marketing data that will improve campaign effectiveness and inform long-term planning. How do we know that our rigourous data analysis will generate more revenue for your organization? The answer lies in the founders of our agency.

Our Founders

Angie Mackie, MBA, CFRE:

Looking for fundraising experience? Angie has 15+ years of success, serving many of Canada's largest not-for-profit organizations.

As an internal direct response manager, Angie's developed some of this country's most innovative and successful fundraising appeals.

Angie has in-house experience with provincial, national and international agencies, including, Ontario March of Dimes, Canadian Red Cross and Canadian Diabetes Association. It was at these groups that Angie successfully conquered challenges that many large charities were encountering for the first time including:

Developing stewardship and other relationship programs.
Launching and growing monthly supporter programs.
Integrating major gift development.
Targeting and implementing fundraising databases.
Centralizing regional direct marketing programs.
Integrating and measuring the effectiveness of various fundraising approaches.

A couple of things clearly emerged from these experiences. First, Angie's successes included annual net revenue increases at CDA and the Red Cross that exceeded 20%.

It was also during this time that Angie recognized that most of the fundraising challenges being faced by her organizations related to the data.

As a fundraising consultant for the last 6+ years, Angie's shared her firsthand knowledge with a great many other charities. Sure the fundraising landscape's gotten more competitive, the techniques more aggressive, the technological solutions more numerous and complex.

But one thing hasn't changed for Angie…an organization's direct marketing success will be driven by how well it understands those who gave to it in the past and who might give again in the future. That is-the data.

Education/Certification: Angie's MBA from the University of Toronto further enhanced what was already a strong strategic background. Previously Angie acquired a degree in Communications from the School of Journalism and Communications at Carleton University. In 2002, Angie earned her CFRE designation.

Gord Muschett, MBA

So who's going to help you better understand your data? This is where Gord can help…

Cornell University has one of the world's top graduate Marketing programs. It was here that Gord completed an MBA specializing in data-driven marketing.

Does that mean he'll suggest you or your organization must utilize a complicated modeling or analytical technique? Maybe not.

But what Gord will help you do is understand your data in a way that maximizes your fundraising efforts. And if there's an opportunity to segment your data more effectively using CHAID or neural nets, well, he might try that too.

Of course there's more to successful fundraising than numeric gymnastics. Data findings must be translated into executable creative strategies.

So it helps that Gord can also draw upon past editorial skills to mold your data findings into compelling creative. As an editor with McGraw Hill, Gord was responsible for project managing book production from market research to final printed book.

This process involved ascertaining the needs of the market and then guiding creative teams to prepare visually stunning print materials that stand out in the marketplace…the same process often followed by your direct marketing appeals.

We know, it's a bit of an odd left-brain, right-brain, data/creative mix. But in fact, this is a mix we-and groups like Parkinson Society Canada, William Osler Health Centre and the Canadian Mental Health Association-like to have.