Bobrick to Help Nonprofits Improve Donor Retention Strategies
Merkle Response Management Group (Merkle RMG), a subsidiary of Merkle, a leading technology-enabled, data-driven performance marketing agency, has announced the appointment of Amy Bobrick to the newly created position of vice president of strategy. In her role, Bobrick will lead the development of back-end solutions that leverage touch points and data gathered during donation processing to complement client fundraising strategies and improve donor retention.
Today only about a quarter of donors continue their relationship with a nonprofit after their first gift. Merkle RMG recognizes the vital role donation processing plays in improving retention and lifetime donor value, and has created this new position to fully capture the value of insights and data derived on the back end of fundraising. As vice president of strategy, Bobrick will leverage Merkle RMG’s services and visibility into donor information to develop solutions that are proven to enhance donor relationships and drive more revenue to support the missions of its clients.
“There is a wealth of data that is or can be captured on the back end of donation processing that nonprofits do not fully exploit. This represents missed opportunities for organizations to act on that information in a way that increases lifetime donor value,” said Bill Sayre, President of Merkle RMG. “With Amy at Merkle RMG as vice president of strategy, we will create offerings that allow nonprofits to utilize this information to do a better job of retaining donors. Amy will help turn data into insights that can develop fundraising strategy in a way that complements and builds on existing donor acquisition and renewal efforts.”
Bobrick brings nearly 10 years of experience to Merkle RMG working with nonprofits and developing direct mail, telemarketing and online fundraising strategies. Prior to joining Merkle RMG, Bobrick worked as a fundraising consultant at a variety of integrated marketing agencies. Bobrick graduated from Providence College with a Bachelor of Arts in political science and economics.
“Throughout my experience supporting nonprofits, I noticed too large an emphasis on donor acquisition and saw retention treated as a one-size-fits-all challenge,” said Amy Bobrick, vice president of strategy, Merkle RMG. “At Merkle RMG, there’s an opportunity to use valuable back end data to tackle this pervasive industry challenge. Seemingly basic information that first-time donors provide on a response can reveal valuable insight into the best next steps to build the relationship with that individual. My goal at Merkle RMG is to change how nonprofits interact with supporters to create a stronger impact on their overall missions.”
Founded in 1983, Merkle’s Response Management Group is dedicated to providing complete response processing and fulfillment solutions, including lockbox/caging, scanning, data entry, imaging, inbound call center, email management, acknowledgment printing and mailing, and premium/product fulfillment services. RMG serves more than 200 clients in the nonprofit, government, healthcare, and retail markets. For more information about Merkle RMG, please visit www.merkleresponse.com, or follow us on Twitter @MerkleRMG.
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 25 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. When combined with its strength in performance creative and media, Merkle creates customer experiences that drive improved marketing results and shareholder value. M1, Merkle’s end-to-end, people-based insights, planning, and activation platform, enables clients to target known individuals and reach them across media and channels, throughout the customer life cycle. With more than 4,100 employees, Merkle is headquartered in Columbia, Maryland with 16 additional offices in the US and 8 offices in Europe and Asia. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.
Merkle RMG: http://www.merkleresponse.com
Sage Communications (for Merkle RMG)
Molly Ryner, 703-533-4837