Data Axle Buy Adds to Non-Profit Database Offer

Data Axle, which was previously known as Infogroup, has acquired digital marketing agency Lake Group Media, including its non-profit cooperative database DonorBase. Terms of the deals were not disclosed.

DonorBase has been built from 64 million direct mail generated donors representing more than 652 million gift transactions and $42.8 billion in charitable giving. The orgnization evaluates the demographic, lifestyle and donor transaction (RFM) information for each client, comparing this to the national average and to information maintained within its database. In addition, DonorBase offers reactivation of lapsed donors by identifying which of them are currently donating to other charities.

Following the acquisition Data Axle now owns two donor databases for non-profits - the other is its own Apogee, which is powered by data covering millions of households and billions of unique donor transactions. As part of the deal, Data Axle will gradually close down the Lake Group Media brand, while DonorBase will continue to operate independently and maintain its brand.

Data Axle Chairman and CEO Michael Iaccarino (pictured) comments: 'We welcome Lake Group Media's and DonorBase's talented teams to Data Axle and envision very little change to day-to-day operations. We will now offer enhanced combined data sets going forward that will power our clients' marketing programs with data processing, data appends, omnichannel campaign design and execution, analytical services, and enhanced modeling for acquisition and retention programs for our Lake Group Media and DonorBase clients'.

Web sites: www.data-axle.com , www.lakegroupmedia.com and www.donorbase.com .