Meet the Masters: Angie Moore
Before launching a successful career in nonprofit fundraising, Angie Moore was bitten by the direct marketing bug. She grew to love direct response during her seven-year stint at an Atlanta-based B-to-B agency, then left to take a job at the American Cancer Society. From there she went on to become group vice president of customer relationship marketing at the Arthritis Foundation, where she was the driving force behind the organization's direct response fundraising efforts. Moore is now back at the American Cancer Societyin a new role as mass market CRM initiative leader of the Income Development Council. She pauses to consider boomers, raising funds on the Web and Max Hart's relentlessly successful label mailings.
Q: What made you begin a career in the nonprofit industry?
A: I started my professional endeavors with a small, business-to-business direct marketing agency in Atlanta. This critical step actually introduced me to the world of direct marketing, and since it was a small agency at the time, I was exposed to the entire process from sales through development of scripts and direct mail, to reporting and analysis. I was actually bitten by the direct marketing bug first.
After seven years at the agency, I went to work for the American Cancer Society as a member of their direct marketing team. The American Cancer Society was my first exposure to the nonprofit industry, and I couldn't have been more lucky to work there at such a pivotal point in my career.
With my movement into the [nonprofit] industry, I truly felt as though I had the best of both worlds. I loved my job, I loved what I did, and when I went home at night, no matter how tough of a day it was, I knew I was doing something important for an organization that was trying to help millions of people.
I eventually left the American Cancer Society and went to the Arthritis Foundation to continue doing what I lovedfostering a desire to be a part of something that was helping others. However, returning to the American Cancer Society years later was like 'coming home' for me in so many ways.
Q: Which fundraising icon do you most admire?
A: I believe there are so many people who are responsible for shaping the industry over many years, so it's hard to choose only one. If I had to select a single person, I would probably talk about Max Hartfrom his use of stamps [on BREs] to how he truly changed the landscape of label mailings. I believe the impact of his long career has truly changed things for fundraising.
Q: There has been a lot of talk about the new type of donor that will emerge from the baby boomer generation. Could you provide a brief sketch of what this donor will look like to nonprofits?
A: These new donors are already involved and changing the way we're communicating. We know they require more information on how charities spend money. They must be told where their dollars are going and how their involvement is truly helping. They will hold us accountable for our missions, and they will tell us how they want to be involved with us. They'll look for the right match of their personal interest area [with] where an organization is focused. From my perspective, this is not a negativethis is an opportunity. These donors could be the most
involved donors the industry has ever seen.
Q: What impact does the ever-shrinking donor population have on your acquisition efforts?
A: While charitable donors have been more scarce than in the past, I don't view this as an 'ever-shrinking donor population' crisis. I view this as an opportunity to focus on constituents and develop the strongest and most effective relationshipsas defined by the needs of the organization, and by the needs and interests of the constituent.
Yes, fewer charitable donors to all organizations may make it harder to conduct acquisition as we've always done itbut the key is to focus on what we can do with today's donors, their interests, their needs ... to continue all of our missions. I don't believe donors are going away. I simply believe they are making very educated and sometimes tough choices to align themselves with causes that meet their needs and standards.
Q: Direct mail is a powerhouse medium for fundraising. Do you see any other dominant medium emerging in the not-too-distant future?
A: I think direct mail is an extremely strong medium, one that might be shifting in focus, technique or global- communication strategy, but still extremely strong.
I do believe the Internet can be an extremely powerful tool for fundraising, but it's still not mastered in my eyes. The landscape of the Internet has changed so much over just the last few years for many reasonsfrom the growth of individuals communicating online to the growth of companies using it to market. I also believe that landscape will continue to change through refinement of strategies and current, as well as future, regulations. While I don't believe [the Internet] will ever replace direct mail with today's donors, I believe it's a medium that will prove to be extremely effective in reaching segments of our constituent bases for fundraising.