The New Formula: R + M = IR2
• Feedback and tracking
Last but not least, your organization needs to realize that understanding the attitudes of your constituents and, perhaps more importantly, how those attitudes affect behavior, giving and engagement is not a "project." Relationship marketing and fundraising is a way of doing business. It is a strategy that is focused on building and securing the strongest and longest-running relationships possible with your various constituent groups. It drives change within the organization — processes, strategies, messaging, channel usage and more. Therefore, it takes more than a financial report to measure the success of relationship marketing. Your organization needs to be in touch with your constituents to understand how they feel about your brand and whether the changes you make to drive greater commitment are working. In the commercial world, continuous feedback loops are talked about in the break rooms because they are simply a part of running the business. Nonprofits need to realize that every engagement with a constituent is an opportunity to listen to how he or she feels and get a report card on how things are going.
- Companies:
- DMA Nonprofit Federation
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.
