The New Formula: R + M = IR2
Just in case you are still questioning this: Simply put, the reason to keep reading is money, because the revenue will come if you are focused on the relationship!
Sure, but what's involved?
Once there is agreement within an organization about the need for a relationship-marketing focus (and that it really is not voluntary), the next stumbling block is how to do it. Below are the key areas an organization of any size must focus on to begin its evolution from the "way we've always done it" to a "we don't want to leave money on the table" strategy.
Nonprofit organizations have a wealth of transactional information available to them — especially in the fundraising areas. But relationship insight is different than tracking response rates, giving timelines, revenue sources and average giving amounts. Organizations need to know what motivates their donors to engage with them. Who is highly committed and who is not — and how are they different? What actually drives commitment to an organization? Insight becomes a critical asset in succeeding. As with any relationship, understanding the person is critical, and insight becomes multidimensional if an organization becomes a relationship marketer and fundraiser.
• Communication strategy
For most nonprofits, their mass-market communication programs are the primary method of reaching donors and providing information about the organization, the mission and opportunities to engage. However, due to the silo-based structure of most charities, there is very little integration and collaboration across the various programs. It is imperative to understand the organization's "story" that is being told — and each program, each touch represents a fraction of the full story. Organizations need to know what the overall communication experience is with their donors. Is there visibility into all of the communication constituents receive? Are messages across channels complimentary or competitive? Are relationships being enhanced with one touch and degraded with another touch? How much is "too much" communication, but more importantly, is the communication really resonating with donors and driving maximum commitment?
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.