DMA: Data and Marketing Association
Consumer Help

The 7 Deadly Sins of Those Who Review Creative


There have been excellent sessions about storytelling and messaging in recent DMA conferences, but in this session, you’ll learn “the rest of the story.” We’ll explore not just the best practices in fundraising messages, but the “idea killers” that exist in almost every organization – and how to avoid them.


Steve Maggio

President/Chief Creative Officer
DaVinci Direct

Steve Maggio is President/CCO of DaVinci Direct, a full-service direct response fundraising agency, and an industry leader who has provided multi-channel program strategy and creative for more than 250 nonprofit and commercial organizations in his 30-year career. Steve has served a wide range of nonprofits, from large national organizations, such as DAV, MDA, American Cancer Society and American Diabetes Association, to international relief organizations, to regional hospitals, cancer centers, humane societies, food banks, homeless shelters, and religious causes. His teams consistently develop creative fundraising solutions that significantly increase results. An engaging speaker, Steve’s made numerous presentations at industry conferences including DMA, AFP, DMFA and NCDC, and has served on the DMANF Advisory Council and several conference planning committees. His teams have won more than 150 awards for creative excellence, including DMA ECHOs, DMAW MAXIs, Fundraising Success Campaign of the Year, DMFA Package of the Year, and many NEDMA Awards, including Best of Show and Best in Decade.

Jenny Allen

VP and Principal

Jenny’s energy and enthusiasm for direct marketing have helped her clients produce some of the most innovative and successful direct marketing programs in the country. Jenny oversees the Graphic Design Department at CCAH, and is known for campaign development skills and visual instincts. She has been in the direct marketing field for more than 16 years and at CCAH for 13 years.

What You'll Learn

  • checkmark How to make your message effective and relevant to your target audience
  • checkmark Pitfalls to avoid in the creative review process
  • checkmark How to make sure format and graphic design enhance — instead of impeding your message


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