Modeling — Taking It Straight From the Experts (Part 2)
Craver: Much like financial institutions started qualifying customers based off a credit score created by Fair Issac Corp. called the FICO score in the late '70s, by 2018 NGOs big and small will use scores to identify, prioritize and cultivate their donors. Scores will be real-time and accessible directly from CRM systems. Fundraisers will come to rely on scoring systems to drive their contact strategies.
Kotziagkiaouridis: Constituents are, above all, consumers. And there is a multibillion-dollar commercial industry that is aggressively spending to better understand their needs and anticipate their all-important "next move." This will have a profound impact on the nonprofit world. Nonprofit organizations that manage to deliver the Zappos or Amazon experience to their donors have a better chance of succeeding in this new world. This is because they better understand who their constituents are; predict what drives emotional connections; and can communicate with relevance and consistency across media, channels and devices to deliver their mission statements.
Ernst: I think the real future for modeling is clearly the ability to access and leverage broader consumer marketing data to model response for an individual organization. We're moving away from the days where an organization's own data is the single best asset to predict future behavior. A potential donor is influenced by marketing efforts from all sectors and in all channels. In order to predict a donor's potential engagement or even their ultimate response, we're going to have to know more about their marketing activity across the spectrum and leverage that information to speak to them in the manner (and channels) they prefer. There's a real "data collection" war happening. The future of modeling is figuring out what data is noise and what is actually relevant predictive information ... and for nonprofits, doing it in a fiscally responsible way.
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.