Who 'Owns' the Data in Your Organization?
Marketers and fundraisers need to own the health of the constituency. What that means is that they are aware at all times what the organizational retention rate is of key audiences. They need to understand which constituents are engaging across multiple channels vs. single channel. They need to know how quickly the constituent database is growing (i.e., how many constituents are new to the organization every year) to know if the constituent base can support future goals. This is what I mean by owning the constituent file. If marketers and fundraisers are the ones who need that information to do their jobs, then they should be held accountable for knowing what is happening with that data.
These are just a few of the hot topics that come up in conversations around databases and data. It's not cut and dry. Ask these questions in your organization, and make sure you have the right eyeballs on the data and decision-making processes in place to be successful. An operating database is not the success story. An operating database that enables optimized marketing and fundraising is the success story.
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.