Donor Centricity: How Do You Measure It?
I was in D.C. last week for the annual DMA Nonprofit Federation Washington Nonprofit Conference. It's always great to be around some of the top nonprofits and their marketing executives — as well as the top agencies supporting the industry.
As usual, in addition to doing my "day job," which is talking about marketing intelligence and what my company (shameless plug for Eleventy Marketing Group) does, I always have one or two questions I try to spring on anyone I chat with to see what's happening in the industry.
This year, I wanted to know where people were on the topic of "being donor-centric." Why? Because I've seen a lot of proposals and requests for information lately that are focused on organizations being donor-centric, multichannel and even for some "omnichannel."
I wrote my very first customer relationship management plan in the early 2000s so talking about being donor-centric has been a part of my conversation platform for a long time. From this past week's conference, I would say that donor centricity is still a hot topic. With that said, I'm writing this week's blog about what you should measure if you are truly focused on being donor-centric. There are five types of metrics that should be a part of your plan and evaluation process:
1. Retention: This is the no-brainer. If you are trying to be donor-centric, then it is obvious that one of the benefits of this should be that your donors stay around longer with your brand. No need to waste a lot of time on this one because I feel that the industry really focuses on this already. I do believe that the industry needs to expand its view of retention to not just retention to a program but also retention to the brand to truly understand if people are leaving a brand completely versus only moving across the multiple opportunities.
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.