Bold Move
This was stated already but is certainly a very important part of the discussion and decision: While direct mail may have been a long-time strategy for the Society, it is truly supplemental to the vast majority of the organization's revenue portfolio. Direct mail revenue overall is but a very small portion of the organization's total revenue — only 6 percent. The risk is there but also limited. It is also worth stating that the Society is not just "cutting" programs that don't meet a specific fundraising ratio — it is focused on continuing to innovate and build a broader, richer fundraising portfolio. Executives intend to focus on an optimized fundraising portfolio that drives even greater efficiency.
- Companies:
- American Cancer Society
- Campbell Rinker
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
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Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.
