Relationship + Marketing = Improved Retention & Revenue

By Angie Moore

Here's a reason to keep reading: Millions of dollars in revenue are lost every year and in some cases simply left on the table because we're focused on the wrong end of the marketing formula.

Using statistics from a national commitment study across 50 brands in the nonprofit industry, the difference in giving from a low-commitment donor to a high-commitment donor was 130 percent. Based on these national statistics, the lowest-level committed donor had a three-year value of $85 compared to the highest level of commitment with $349. And with more than 50 percent of the donors surveyed falling below "high commitment" into the other three categories, it's easy to run the numbers on any size file to draw the conclusion that understanding the attitudes of your donors is the difference between losing money and raising money.

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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