Once holiday results have been reviewed (typically during the spring), development staff throughout The Salvation Army start thinking about whether they’ll continue the relationship with their current direct-marketing partner, or begin the process of choosing a new partner.
There’s a lot to keep in mind when choosing a new agency.
You’ll be placing your trust and confidence in them to provide funding for your programs and services. So, it’s not about choosing the agency that happens to work with someone you know, or about picking the one with the best creative. There’s much more to it.
6 Important Areas to Consider When Choosing a New Agency
- Results: You can have a great agency relationship, but if they don’t increase your bottom line, it might be time to reconsider working with them. Do they have results to back up what they propose for your Division? Can they readily point to success in similar Divisions and how they’ve grown their donor file?
- Client Service: Do you have access to someone on your account team on a daily basis as needed? Are your emails or phone calls returned promptly? Do you feel like your Account Director has your Division’s best interest in mind — providing you rationale for proposed changes, clear strategic plans, and the ability to meet in-person when needed? Can you have an honest conversation with your Account Director to discuss any challenges or frustrations you’re having … and know they’ll be committed to finding a workable solution?
- Data: Does your agency use a reliable and consistent data reporting system? Can they (and do they) provide you with reports showing direct mail income streams, and clearly explain to you what it means and how it affects your bottom line? Can they back up their proposed strategies and projections with metrics and quantitative rationale?
- Testing: Does your agency use the same packages without testing new appeals? (Don’t be confused by cases where the control package is the clear winner year after — and continues to be used as a result!) Is your agency open to testing new ideas?
- Length of Relationships: How long has the agency been working with The Salvation Army? Do they “get” The Army? How long are their relationships with their current Salvation Army clients? Do they get hired for one or two years, and then get fired?
- Thought Leadership in The Salvation Army: Do agency leaders take an active role in building relationships with Salvation Army leadership in all four territories? Do they routinely meet with Salvation Army leaders to discuss the long-term fundraising landscape and any anticipated challenges? Do they regularly provide educational opportunities and/or presentations at Salvation Army conferences and individual Divisions?