Families and Friends and Peers ... Oh My!!!
NON: How have metrics shifted over the last five years with this strategy? Is measuring success the same today as it was five years ago?
KD: We have seen large shifts in both the metrics and how these programs are valued within a nonprofit. Historically, these peer-to-peer programs were completely in a silo and measured for their unique ability to reactivate deeply lapsed audiences, acquire completely new donors, and at the same time, deliver significant gross and net income to the organization. As some programs came under pressure, those organizations have studied the lifetime value of the peer-to-peer acquired donors and have discovered that they have provided more overall value, and net, to the organization than DM-acquired donors. This has led to increased investment in some areas of these programs in order to bring in new names to the organization, and an increased focus on breaking down the silo walls and building cultivation strategies to embrace the new donors and cross-channel integrate.
KH: The core metrics have always remained the same, but we have new analytics that help measure the breadth and depth of the volunteer's total performance, not only within the campaign but across our entire portfolio of direct-response initiatives. This helps us prove the value of the campaign and investment. Through analytics, we found that almost 100,000 Mothers March donors who came onto the file 15+ years ago gave $2.6 million last year. That's a loyal, committed group of donors whose original entry point was Mothers March.
NON: For many years, telemarketing was the primary channel used to recruit and follow up with volunteers. How has the introduction of online engagement changed things for you all?
KH: For our Mothers March campaign, it's still the primary channel, but we're always testing and learning. Part of that is a concentrated focus on the collection of e-mail addresses, and a new focus in the future will be collection of mobile numbers.
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.