Are Fundraisers Really Ready for Insight? Do You Have a Story?
I often start my blogs with "I must be honest …" — and this one is no different. There are multiple reasons I write this blog, and believe it or not, one is because of my inability to find nonprofit marketers who can speak to me about how they leverage insight in their programs through time and testing. In fact, if you work for a nonprofit and feel that you have a story, email me now! We can stand together in Washington, D.C. in a few weeks to share my stories and yours for the hundreds of nonprofit fundraisers that will be at the DMA Nonprofit Federation's Washington Nonprofit Conference.
I must be honest, I had two fantastic speakers lined up (hence "my stories" that I can tell), but for unplanned reasons both of them are now unable to join us in D.C. But the part that shocks me is the number of people who have said, "I would love to do this with you, but I don't think I have a story."
Arghhhhhh … does that mean that everyone is really still using RFM? Does that mean that the data scientists at the agencies are not helping their clients understand how "insight" is truly being used outside of RFM?? Of course I'm bummed about my session falling apart, but I'm super worried that I can't find other stories and what this really means.
Let me be clear: I'm not talking about acquisition modeling using third-party/external data. I know the industry is very effective at using acquisition modeling, and I'm very supportive and downright excited to know that has almost become a mainstream business practice. What I'm talking about is the concept of using insight outside of RFM to understand who your current (and/or lapsed) constituents are and how you can segment them better and market to them more closely. That's right — I'm talking about external data like extended demographics, buying behaviors, attitudinal clustering and much more.
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.