The New Formula: R + M = IR2
At this point, you realize there is a lot involved in relationship marketing and fundraising. Management consultants at McKinsey & Co. summed it up in a recent quote: "We're all marketers now. Engaging customers today requires commitment from the entire company — and a redefined marketing organization." But let's be clear, there has been enough work in this area in the nonprofit industry to know it is the right direction. Not a believer? Keep reading …
Sound good only on paper?
Fundamentally, coming to an agreement that doing things differently is better for your donors and for your revenue is critical, but trying to boil the ocean is just not going to work. As stated earlier, this change cannot be considered voluntary. It is the single most important thing you can do for your mission going forward. But as reality sets in, we must all admit that some change is better than no change. Organizations of all sizes around the country are starting to transform and doing it quite successfully.
Need some more proof this is something every organization needs to be thinking about and moving toward? See what several organizations have done and learned already.
Operation Smile is an international children's medical charity with global headquarters in Virginia. With the help of generous supporters and more than 5,000 medical volunteers in more than 80 countries, Operation Smile provides free, safe reconstructive surgery for children around the world born with facial deformities such as cleft lip and cleft palate.
In an effort to nurture and build long-lasting relationships with constituents who financially support, volunteer or advocate for Operation Smile, the organization drove a stake in the ground and launched its donor-first philosophy. Jann Schultz, director of donor relations for Operation Smile, explains, "We are committed to serving our donors with the same exceptional care Operation Smile provides to children and their families around the world."
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.