Relationship + Marketing = Improved Retention & Revenue

By Angie Moore

Relationship marketing is about looking at behavior/transactions as a critical part of the formula, but it actually puts a higher value on constituent retention and long-term value. And it doesn't just stop at a retention rate or a financial value for long-term relationships. Retention and "value" are not simply defined and understood through the lens of how donors behave — they're viewed through the lens of how someone feels about the brand.

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Companies:
DMA Nonprofit Federation

Angie Moore Author's page

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.

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.

The New Formula: R + M = IR2