Data Axle Acquires Lake Group Media and DonorBase

Dallas-based Data Axle, a data and marketing solution provider, announced it has acquired two Armonk, New York-based companies — Lake Group Media Inc., a media buying and sales agency, and DonorBase Inc., a nonprofit cooperative database.

“We welcome Lake Group Media’s and DonorBase’s talented teams to Data Axle and envision very little change to day-to-day operations,” Michael Iaccarino, Data Axle chairman and CEO, said. “We will now offer enhanced combined data sets going forward that will power our clients’ marketing programs with data processing, data appends, award-winning omnichannel campaign design and execution, analytical services, and enhanced modeling for acquisition and retention programs for our Lake Group Media and DonorBase clients. These acquisitions truly bolster our leadership position in the space.”

Donorbase contains more than 72 million direct mail generated donors representing more than 941 million gift transactions and $57.9 billion in charitable giving. Data Axle already has its own database creation, Apogee, and plans to keep DonorBase, which launched in 2007, as an independent master database, Niely Shams, president of Nonprofit Solutions at Data Axle, said.

Lake Group Media has been around for 40 years — most recently under the leadership of Ryan and Karen Lake — as a full-service direct mail and digital marketing agency, but Data Axle has announced plans to gradually sunset the brand.

“Data Axle is a leader in data-driven solutions for commercial and nonprofit organizations across the country, and we’re proud that Lake Group Media and DonorBase will now join the company,” Lake Group Media CEO Ryan Lake, said. “Our capabilities are aligned; we share a commitment to making sure marketers have the very best data-driven solutions and services. We felt that Data Axle was the best long-term permanent home for both Lake Group Media and DonorBase. Karen and I are dedicated to working with our team along with Data Axle’s management to ensure a smooth transition for our clients and partners.”

Last month, Data Axle acquired Chicago-based Exact Data, a multichannel direct marketing solutions provider that will be integrated into the company’s U.S. division. Larry Organ, Exact Data’s founder, will serve as general manager for small and midsize business at Data Axle.