Donor Centricity: How Do You Measure It?
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.