Survey Results Are In! (The Real Skinny on Nonprofit Data)
Let me be clear — I'm not saying if you start using all the interactions listed above in your direct-marketing program that you will achieve instant success through a larger response rate or larger gift. What I am saying is that the closer you can get to your audience, the better results you will have. These are not "data points" — they are actions your constituents have taken with your brand. So when you talk about your brand with them throughout the year, why would you not want to consider what they have already done with you outside of just the standard RFM?
In some ways I am disheartened by many of these findings. In others I absolutely believe that our answers five or 10 years ago would be much, much worse. Our industry is making great strides in this area, and we should celebrate our progress in our ability to capture data. But we cannot lose site of the fact we're not just talking about fields in a database or data points on a graph. This information, if used correctly, paints the picture of how people connect to our organizations — and those connections are critical to helping predict the future connections.
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.