The New Vanguard
Angie Moore, Managing Director, CRM, American Cancer Society
Angie Moore believes in building dialogues with her constituents at the American Cancer Society. Whether they participate in an event such as Relay for Life, sell flowers for Daffodil Days or make a direct mail donation, Moore is working toward maximizing those relationships through data-based decision-making and integrated strategies.
After six years as head of The Arthritis Foundation’s customer relationship marketing department, Moore returned to her former employer three-and-a half years ago to take the lead job in the American Cancer Society’s (ACS) direct marketing department. At the time, Moore recalls, ACS was developing an integrated fundraising plan that would pull together all the activities associated with income development. As part of the new plan and subsequent reorganization, the direct marketing team was given a new name and purpose. Moore took the lead for a newly dubbed mass market CRM team that expanded beyond the transaction side of the business to identify untapped markets and build stronger and better relationships with those constituents using direct marketing techniques. These mass markets include constituents who give $1,000 or less through channels other than direct mail.
Moore says ACS also recognized the need to become more constituent-centric, and embarked on a CRM initiative that includes business strategy for the whole organization. Moore took charge of this new initiative three months before the CRM system was deployed and became the organization’s “database of record.” A primary engagement under the CRM initiative is “constituent care,” which, according to Moore, is a process of understanding different constituent segments and how those individuals are interacting with the organization based on transactional data, behavioral information, and studies about constituent perceptions and commitment.
Says Moore: “We don’t have a one-on-one opportunity with every constituent that walks through our door, so we have to use our data and what constituents tell us to maximize those relationships. That’s the heart of constituent care. One of our main CRM talking points is that data is not anything unless we turn it into knowledge, and ultimately use that knowledge to learn something else, grow a relationship or enhance our marketing.”—LYL