FYI Blog

Avalon Dispatch 01.21.2025

In today’s @AvalonFYI dispatch, you will discover how fundraisers can be sensitive to what donors are experiencing in Los Angeles, what Meta’s fact-checking change means for advertisers, the best advice of 2024, and a stress management strategy that will have you in awe.

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Dear friends,

I hope you had a nice weekend, and that the convergence of Inauguration Day and Martin Luther King, Jr. Day provided a chance to reflect on both where we have been and where we are going. As we navigate changes in Washington, I’m taking inspiration from our clients’ missions and finding energy in the Avalon team’s momentum. If you have any questions about how political changes will impact your fundraising program, please reach out to your Avalon team.

L.A. Fire Suppressions

My heart goes out to everyone in Los Angeles as the wildfires persist. Fundraisers need to be sensitive to what donors in the area are experiencing, and this includes a thoughtful approach to data suppression in direct mail. Post office closures in the area are constantly changing, and your Avalon team will be on top of the latest news from the USPS. However, suppressions to the larger L.A. area may be a more prudent approach given the far reaching impact of the fires.

Suppression in digital channels is more nuanced. We do recommend suppressions for paid media on Display and Meta. For channels that are demand- and engagement-driven (including Paid Search and some niche Display), activity is user-led and therefore no suppression is required. Finally, for email campaigns, we recommend suppressing affected L.A. area zip codes for subscribers whose street address is available.

Because this is an evolving situation, we will update guidance as things change. In addition, the Avalon Analytics team is helping us assess the revenue impact from suppressed segments. Your Avalon team will be in frequent communication with you, to share information and support your decisions.

Meta’s Fact-Checking Change

Avalon has provided a POV regarding Meta’s fact-checking change. For marketers, the big question is how the change will impact Meta’s brand safety for advertising. The answer is nuanced and will be specific to each nonprofit—and, of course, all decisions should align with your organization’s mission and values.

Currently, the industry is not expecting a major shift in ad dollars like what we saw with X. Given Facebook’s broad reach, member base, and performance as an ad channel, it remains a pivotal player in the Paid Social space. In addition, uncertainty around TikTok’s future only strengthens Meta’s position.

However, this may change as advertisers react to a potential uptick in negative content. Avalon has plans in place to track the impact, both for the sector and for each of our clients. In addition, it will be important for nonprofits to continue testing into new channels, in order to identify strategic options, in case Meta advertising results decrease or organizations no longer feel comfortable investing in this space.

The Best Advice of 2024

COO Kerri Kerr shared a round up from The New York Times of advice that readers say made a real difference to them in 2024. The whole list is worth a read, but Kerri highlighted her top three with our team:

  • We are all juggling so many balls. Differentiate between glass balls and rubber balls—and don’t be afraid to drop the rubber balls.
  • Some seasons you produce fruit, some seasons you prune, and some seasons you let your roots grow deep.
  • When someone is interpreting your behavior or actions without a spirit of openness, de-escalate the conflict by saying, “I would appreciate it if you could be more generous with me.” It really works and leads to conversation, not argument.

I’m in Awe

Kerri also shared a cool stress management strategy: take an awe walk. New research shows how experiencing awe positively affects our bodies, relationships, and perception of the world. Awe creates a “cascade of physiology” that helps quiet the mind, reduce inflammation, lower heart rate, improve digestion, and even reduce pain. We’re in for a busy year, so don’t forget to find those moments of awe. I’m eager to give this a try!

“While you’re out on your walk, go someplace where you might feel a little child-like wonder and look around—look at the small things, and look at the big things, and just follow that sense of mystery and wonder.”

– Dacher Keltner, Greater Good Science Center at UC Berkeley

Allison and her pups, Churchill and Cisco, on a snowy path in front of a radio tower.A snowy stroll with my favorite walking companions.

Take care,
Allison signature gray

A closeup of Allison Porter, outside in a green jacket

Allison Porter, President
Avalon Consulting Group
202-627-6502
allisonp@avalonconsulting.net