American Cancer Society Rethinks Legacy Direct Mail Acquisition, Conversion Efforts
Do I believe this was risky? YES. Do I believe it was brave? YES.
The more our industry pushes these tough questions to the top of the agenda, the better we will get at answering them and creating the best strategies for tomorrow and beyond.
Do I believe what the Society did is the only option with direct mail — no, but I believe change is an inevitable part of the success of this channel. I was asked the other day on a webinar if direct mail was dead. I stepped out and gave an honest answer: If you are thinking of direct mail as a stand-alone program, get ready to plan the funeral. But if you are thinking of direct mail as a technique within an overall integrated communication and fundraising strategy, there are many more birthdays ahead.
Join me over the next several months as we continue the dialogue with the American Cancer Society and understand how its decision around direct mail impacts the organization and brings about new opportunities in strategies.
Angie Moore is a C-suite consultant with 25 years of broad experience in direct and relationship marketing. She is a thought-leader in the industry, a frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also is the author of FundRaising Success' Navigating Off the Napkin blog and can be reached at AMoore@NavigatingOffTheNapkin.com
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.
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.