Are We Focused on the Wrong Metrics for the Long Run?
However, I would challenge you to look at your reports and your metrics and ask yourselves, "SO WHAT?" Don't measure for the sake of measuring, and don't collect for the sake of collecting — make sure you have a good answer to the SO WHAT question. What is each of your metrics helping you do? How is it informing you? If you don't have a good answer then kill the metric. There's not enough time in the day.
- 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.
