The New Formula: R + M = IR2
Let's face it. We are an industry that is built upon our metrics and best practices. We like to talk about winning strategies. We like to compare ourselves to benchmarks and indices. But what happens when the way "we've always done it" doesn't work anymore? What happens when the game changes? Guess what — all those "best practices" are maybe looking to a time that is not as relevant anymore. The metrics and benchmarks we use to measure our performance all of a sudden don't tell us if we are successful today — they just tell us where we are compared to yesterday.
This is uncomfortable. In fact, being uncomfortable is not something our industry enjoys.
We all know change happens, and we all know change is inevitable. The challenge is when change is perceived as voluntary. Across multiple blog posts, articles and conference sessions, the conversations around "relationship marketing" and "integrated marketing" often involve whether the juice is worth the squeeze. We've come through the recession, right? We've reset many of our metrics and benchmarks to align with the "new norm," right? Things are feeling better, right?
But — what if the new norm is a slippery slope? What if it's not a question of "juice and squeeze" but of "succeed or fail"? I'm not sure this change is really voluntary.
The concept of relationship marketing seems right to many of us — at least on paper. In fact, if you have worked in the commercial sector, you know that integrated relationship marketing is not a new idea, and for many CEOs and CMOs it is certainly not perceived as voluntary. With that said, our commercial partners will also be the first to say it is not easy, and for many of them changing the way things have been done in the past can be like moving a barge. For many, that change is still occurring. But, let's be clear: It's not voluntary. It is viewed as the only way to stay competitive, to keep their customers from defecting — it's necessary to succeed.
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.