Bold Move
● A similar situation is with online giving. In FY12, 56 percent of the Society’s unsolicited online revenue (representing about $1.7 million) can be attributed to direct mail donors. No one is going to easily pass up $1.7 million, but the question remains — did direct mail alone drive that revenue? If the answer is yes — or heck, let’s say it’s even maybe — the strategies should already be in the works to keep this revenue through a combination of other channels. Is it possible? No one knows right now — but it is something that will be monitored closely. We know from industry data (Dunham+Company and Campbell Rinker) that one in three donors who give online say that when they receive a direct mail appeal from a charity they use the charity’s website to give their donations. And, the higher the household income, the more likely the direct mail recipient was to donate online — again, raising the question on everyone’s mind: How critical is the direct mail appeal to that overall transaction that landed online?
- Companies:
- American Cancer Society
- Campbell Rinker
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.
Â
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.
