The New Formula: R + M = IR2
As marketers and fundraisers, we demand proof. Here you have it.
Still not convinced?
Not that it needs to be said again, but I will say it again: Change is hard. Sometimes organizations can work on multiple things at one time, and other times change requires a laser focus on one aspect to bring about the movement in a new direction.
ChildFund International works in 31 countries, assisting approximately 13.5 million children and their family members. Its mission is to work with children throughout their journeys from birth to young adulthood, as well as with families, local organizations and communities globally to create the environments children need to thrive.
Through its child-sponsorship programs, it has been able to make life-changing and life-saving differences in the lives of the children it helps. Its need to understand the strength of the relationship it has with donors — the sponsors — is critical to its success for today and tomorrow. Additionally, ChildFund has three specific goals for its focus on relationship marketing: 1) improve retention to the organization, 2) increase NET value of all constituents and 3) create a value-based investment strategy.
Its focus was to review its communications and strategies through a new lens. ChildFund now focuses on understanding the attitudes and expectations of its sponsors and gaining insight into their commitment level and what impacts that commitment. Its attention then turns to using this new insight to make changes in current strategies to optimize the donor experience and relationship. Cheri Dahl, vice president of sponsorship/donor experience, explains, "While this evolution in relationship marketing is currently in progress, [we] are already using the insights to make changes that will positively impact retention."
Change is here
The industry is starting to change and move from transactional marketing to relationship marketing. If an organization is not making strides to move in this direction, there is no doubt that money is being lost as donor relationships don't reach their full extent. In the past, strategies around integration, using attitudes in marketing and long-term relationships were often considered "immeasurable," and for that reason alone it was easy for our industry to put them aside and not prioritize them. Now, not only is all of this measurable, but it is critical for success. And our constituents, donors, volunteers and members are demanding a change in how we communicate and work with them.
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.