Are We Focused on the Wrong Metrics for the Long Run?
- Loyalty, satisfaction, commitment metrics or whatever your organization has chosen as its primary way of understanding the strength of your relationships is very important. Not only does it help you enhance your segmentation (i.e., high commitment vs. low commitment), but it is most powerful when it can be modeled and applied to your file in mass. By profiling the differences in people who have stronger feelings versus lesser feelings, you can then look for similar attributes within your file to affect marketing in a larger way. This information can be used across the organization, even in your donor services and customer service areas. And, of course, the minute you measure this, you should have a goal of improving it.
- Opt-out/unsubscribe data is often overlooked but is something every marketer and fundraiser should be able to quote off the top of his or her head. In the end, it is absolutely critical to know how many people are raising their hands and saying, "No more, please." And, of course, this should be monitored on a program and campaign basis to understand if you have spikes in these metrics with specific messages, seasonality, channel usage, etc.
Process data
- Companies:
- Blackbaud
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.
