Donor Communications: Get It Documented! No Excuses
- The "all" trap: If you have a lot of communications that are sent to audiences that start with "all," this is the first clue that segmentation has not been well-thought-out. Get on that pretty quickly because it is absolutely a problem, especially if you are a medium to large organization.
- The multipurpose trap: We all know that many communications serve multiple purposes, but we also know that if there are too many calls to action then success will not be as high because the messages are mixed. In reality, newsletters and magazines should be the only types of communications that truly have multiple purposes. If a lot of the communications are thought to fall into this category, that could be a sign that your communications are not focused enough or that the communication owner does not really know the true purpose of it. Believe it or not, there are a lot of cases in which communications are in place because they've been in place for the last decade and it's "just something we do."
But before worrying about all these issues, just get it documented. The worst position you can be in is unaware of what you are putting in front of your constituents.
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.