American Cancer Society's Pioneering Decision: One Year Later
However, I am also realistic — it takes a major shift in thinking and leadership to drive big changes in programs that have been around for decades and represent significant percentages in organization revenue. As outlined in the original article a year ago, the Society is going through a significant transformation that is much bigger than just decisions about direct mail. But this is the kind of movement within an organization that creates the opportunity for wholesale change.
In my opinion, there are so many challenges facing today's nonprofits. Is this something that every organization should be taking on today? The answer is, "It depends." There are multiple levels to "integration," and if direct mail is a significant portion of your revenue, you should not tolerate a high level of risk to make sweeping change. However, the movement away from what the American Cancer Society considers a "single-channel approach" is a very important discussion to start. As an industry, we must be where our donors are, and as the donor population ages and shifts, one thing is for sure — they are not ONLY reading your mail.
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.