The New Formula: R + M = IR2
In other words, the level of commitment someone has to the organization and its mission is what influences his or her behavior. Yet, for years we've been simply trying to "create behavior" without understanding why someone actually "behaves."
Relationship marketing pays homage to the behavior and transactions, but only because they reflect the outcome we want. But behavior is driven by the level of commitment a donor has and the satisfaction of the experience with the brand. It's about using our marketing, offers, messaging, channels, donor service and much more to create commitment because once strong commitment is attained, the best behavior is the natural outcome.
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.