Donor Centricity: How Do You Measure It?
5. Process improvement: If you didn't roll your eyes above in No. 4, you for sure will be tempted here. But, again I harp, if you want to be "donor-centric" then you need to understand what this means. There are many, many, many donor processes that affect whether donors are satisfied, willing to retain, etc. You should be looking at all of your donor processes: acknowledgment strategy and timeline, issue resolution process, call-center hold times (if you have a call center or inbound donor care line), etc. This type of input can often be garnered from your donor feedback programs.
So, the next time you find yourself in a conversation about being or becoming donor-centric, take a few minutes and think through how you are measuring those efforts. And, yes, in case you were wondering — the juice is worth the squeeze.
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.