Looking Back a Year: A Big Reminder on American Cancer Society's Bold Move
As an organization, the conversation doesn’t end with this decision — one could argue it has just begun. How will strategies change based on this new dynamic? If 300,000 lapsed donors typically got mailed in the acquisition program, will the Society create some way to communicate with these individuals or will they just stop receiving communication from the brand altogether? Will the strategies in the renewal program change or stay the same? Out of about 3.5 million donors with direct mail giving to the Society, about 10 percent have an e-mail address. While these people will receive direct mail as expected over the next few years, eventually those touches may change. What can the e-revenue teams at the Society do this year to start bridging a gap that might occur downstream?
● And it goes without saying, the Society is committed to monitoring the impact and always considering whether to add highly targeted mail back into the portfolio as a part of its future plan as it continues to test and optimize its marketing and fundraising.
● The Society has been gracious to let me have a front-row seat to transparently study this bold decision. Over the next 18 months, there will be additional installments to this story as the organization monitors the data and starts implementing new strategies to deal with this community of donors. While direct mail revenue (acquisition, renewal and conversion) represents only 6 percent of all of the Society’s revenue, this is still a major decision for the organization. I have felt that in every meeting and conversation at every level.
Final thoughts ... for now
● There are so many challenges facing today's nonprofits. FACT
● Leaders are making tough decisions every day across their organizations. FACT
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.