I’m Ticked Off!
But, as we look at the details, it is true that our efforts focused on getting new Tide customers, which have lower, direct ROI than some of our efforts geared at our current customers. Some of the channels we use are even more expensive than others. But, as good marketers we understand that this is normal, expected and OK. As long as the marketing plans are thorough and the channels are measurable for the short term and the long term, it is truly all about having a balanced marketing approach. And success is measured by the bottom line.
This all makes perfect sense to me. I'm betting it makes perfect sense to you, too.
So, why on Earth is a single campaign being used as a measure of success — or even worse — a measure of stewardship and impact?
The article uses an average of 35 percent as net income to the organizations from the campaigns that were reviewed. Let's put this in perspective: Even if St. Jude was exactly that average for that particular campaign and it really did spend 65 percent of a dollar — that is not its bottom line. So what is its bottom line? Well, its annual report shows that the organization spends only 13 percent of every dollar on fundraising, only 6 percent on management, and a whopping 81 percent of every dollar on research and treatment. Boy, if you didn't know this organization or how to access this information, that article could give a terrible impression of its efficiency.
And, for all you seasoned marketers and fundraisers out there, I'm sure you immediately came to the same conclusion that I did. I bet the campaign being referenced was probably focused on recruiting new volunteers or acquiring new donors. And we all know that when you do that, you spend more up front because the real value comes when that donor or volunteer becomes loyal to the brand and stays engaged over the years.
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.