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.”