American Cancer Society Rethinks Legacy Direct Mail Acquisition, Conversion Efforts
In February, I walked through the busy hallways of the American Cancer Society's National Home Office in Atlanta, Georgia, in anticipation of my meeting with the organization's executives — the lead for direct mail, the head of corporate communications, the CFO and the COO.
I went into this meeting expecting to hear what was behind their brand-new decision to halt direct mail acquisition and direct mail conversion. But I walked out of it with a completely new understanding of this organization. Yes, I left with a better understanding of the direct mail decision, which in itself is not as black and white as "doing it" or "not doing it." But, perhaps more critical was my understanding of how this organization is working to transform from the inside out and how direct mail is just one part of that transformation.
- 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.
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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.
