My 1st 2014 Brain Teaser: I’m in Love With 'Campaign Influence'
And yes, I realize that if you add in costs to your current spreadsheets that your metrics for cost per dollar raised will go up and your net revenue will go down — but no one says you have to really report this way. What I'm saying is that you need to understand the influence of these other marketing touches that are helping your fundraising campaign. Whatever you do, don't believe that your stand-alone fundraising pieces are doing it all on their own!
Take the time to understand what "campaign influence" really is. Don't change all your fundraising reports. Don't start reporting different numbers to your chief financial officer or chief development officer. But, by all means, take the time to understand what "success" and true ROI really are across your campaigns.
The nonprofits that will survive and thrive from here on out are the ones that most effectively target and scale their efforts.
- Categories:
- Donor Relationship Management
- Metrics
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.
