The New Formula: R + M = IR2
The organization previously identified women as a priority segment for furthering its mission, and work across the local offices was already in place. Yet from an integrated engagement perspective, the organization's priority around this segment of donors and volunteers created the perfect opportunity to work across the organization, channels and strategies. Ann Fox, senior vice president of individual engagement at United Way, spoke of the organization's transformation at the Direct Marketing Association Nonprofit Federation's New York Nonprofit Conference in July.
"Our organization already knew population was critical for success, and it was that agreed upon prioritization that enabled us to truly become integrated across our organization for the women's initiative," she said. "Women across the country are focused in their local communities to drive improvement in key areas of our mission."
Through this transformation, the United Way changed aspects of its culture, improved insight into this constituent segment and created a prioritization within the organization that ensures this strategy is successful.
Now, I know what some of you are thinking as you read this. So let's go ahead and get the unspoken question on the table: "That's great — but are they making any more money?" Well, the story just gets better and better. Through a fully integrated approach to engaging women in specific areas across the country and cultivating those relationships, United Way has not just moved one marble but moved three marbles. Revenue from these individuals has increased, which is always a key indicator of improvement. Second area of improvement — the organization has improved its "trust" metric among this constituency. Third area of improvement — it has been able to document results on the mission side of its improved engagement in this area. It has seen marked improvement in communities where the engagement strategies are strongest in social reading levels.
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.