Don’t Personalize Your Marketing If Your Data and Processes Aren’t Ready
This week's message is short and sweet—do not try to personalize your online marketing communication if you can't do it right. Just don't.
First, let me say that I am specifically talking about the online experience you are providing to your constituents. The same general thoughts apply to offline marketing, but the danger in doing it wrong online is much greater because of the higher expectations the marketplace has developed for this channel. Second, let's make sure everyone is in agreement with what "personalization" means and, by the way, it is not the same as "customization."
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.