What's in a Personality?
But, in most cases, those marketing and fundraising control strategies are built on the results of past donor success. So, what would happen if you learned that your non-donors were a very different personality group than your donors?
What if you found out that your donors were more aligned with the "meticulous" personality cluster, but your non-donors are not? Your current winning strategies are focused on building credibility with donors by providing deep details on the mission and key progress insight. Yet your non-donors are more reliant on their own instincts and knowledge for decision making. In fact, they don't have a lot of time for lengthy sales presentations with lots of detail.
Guess what? All of a sudden, your creative and messaging (and even format for some channels) start to look like a possible mismatch.
Let me be clear — I'm not saying to run out and dive in to the Big Data evolution and get overwhelmed with all the possibilities. But, I am saying that there are tools readily available to place another puzzle piece on the table to complete the donor (and non-donor) picture.
I've said it a hundred times — data alone cannot help you. You must work to turn the data into insight and embrace a new way of looking at possibilities and opportunities. Knowledge is power! (Sorry, I know, it's corny) And, yes, you can get the presentation if you email me.
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.