Motivating Donors

July 17, 2015 by Angie Moore and Jeff Nickel

Audience: Executive Leadership

Video Length: 88 minutes

To gain donations, you have to know your donors. And that means much more than having their names and addresses. You must know what they want, why they are involved and what their expectations are. To be the best fundraiser you can be, you need to understand as much as possible about your target audience. This session reveals what motivates today’s donors, what makes donors different from one generation to the next, and how messaging should change based on donor inclinations. Come learn how to light donors’ charitable fires. This is a presentation from the 2015 Best Friends National Conference.

About Angie Moore

With more than 26 years of experience in direct and relationship marketing, Angie Moore has become an extremely familiar face in the nonprofit community. In fact, she has 19 years of experience focused on leadership and marketing success for some of the nation’s largest nonprofit organizations. As vice president of strategy and development for Eleventy Marketing Group, Angie is responsible for developing a high-level strategy for both existing and new programs with a focus in the nonprofit community. Her vast experience in leading organizations to become constituent-centric and building long-term relationships with their donors for improved retention and sustainable revenue combined with Eleventy’s cutting-edge technology is a sure-fire combination for success. With a proven track record of leadership and marketing success, Angie’s career includes serving the top brands in the country as the general manager of Merkle’s Nonprofit Group, as well as serving as the firm’s CRM officer, charged with driving change within the industry. Prior to Merkle, Angie led the direct marketing, relationship marketing and constituent relationship management areas for two nationwide charities, the Arthritis Foundation and the American Cancer Society. A thought leader in the industry, Angie is a frequent speaker at events and author of articles and white papers on the nonprofit industry. She has a weekly blog, Navigating Off the Napkin, which is focused on starting discussions around the high-level challenges and opportunities within the nonprofit marketing and fundraising industry. Angie has received recognition for innovation and influence over the years. Most notably, in 2009, she was named as one of the "Top 10 Influential and Effective Fundraisers”; in 2006, she was named "The Relationship Builder” and one of "Eight Vanguards in Marketing” (corporate and nonprofit) setting the trends for the future; and in 2005, she was named one of the "Top Ten Fundraisers Under the Age of 40.”

About Jeff Nickel

Jeff has spent more than 30 years in the nonprofit arena, striving to fulfill his personal commitment to making the world a better place. He’s passionate and serious about fundraising — but he pursues his work with a sense of fun, too. (His colleagues especially appreciate how easy he is to pull a prank on!) A skilled and experienced practitioner, Jeff has worked with a huge variety of nonprofits, and his strategic vision has helped raise millions of dollars for just about every cause out there, including the four largest cancer charities in Britain, Dana-Farber Cancer Institute, Moffitt Cancer Center, Ronald McDonald House Charities, Easter Seals, Prostate Cancer Foundation, World Vision, CARE, The Salvation Army, PetSmart Charities, Maryland SPCA, The Animal Foundation — and many more! He takes a rigorous and studied approach to fundraising strategy and mixes in the heart-to-heart emotional connection that informs the very best donor marketing and communications.


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