Are We Focused on the Wrong Metrics for the Long Run?
- What is the quality of the information that is at your disposal? Do you believe it is accurate within reason? Is it self-reported or assumed? As an example of the importance of quality, once again, Target Analytics did some analysis a few years ago that showed that a typo in a donor's name resulted in a 10 percent drop in revenue.
- What is your duplicate rate on your database? Is your organization doing the best job (both human process and technological process) to reduce duplicates?
- What is the coverage of this information? Is it available on most or just a few of your constituent segments?
- How accessible is the information? Does your IT department tell you it can get you this information in eight weeks — therefore making it hard to use it in marketing decisions, etc.?
- How current is the information? You want to use the most accurate and recent data to drive the best marketing decisions for a relevant, personal experience — but does the organization take an exceptionally long time to get specific information into the system? Are you at risk of personalizing your messages based on information that is not up-to-date?
Overwhelmed? Don't be — just start asking the right questions and know what you are trying to solve, improve or inform. And, remember, these are examples of data/metrics that are in addition to the metrics you have identified as important to measure success of your programs and campaigns. Making sure you can analyze response rates, average gifts, retention to a program or channel, and other traditional metrics are still very important.
- 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.
