Executive Team Member Spotlight - Erica O’Brien

Name: Erica O’Brien            

Title:     Principal/Co-Owner

Erica has been in the direct response fundraising industry for ~25 years. Having worked both the client and agency side, as well as serving as a social worker early in her career, Erica has unique knowledge about the challenges and opportunities facing nonprofit organizations.

Getting to Know Erica:

1. Q: How do you like to spend your free time away from the wonderful world of direct response?
   A: As a dance mom. Having two daughters who dance competitively, you will most likely find me watching some sort of dance.

2. Q: Tell us about a favorite campaign that you’ve worked on.
   A: Anything new. The direct response industry affords us the opportunity to gather scientific learnings through in-market testing. I love implementing new strategies and generating new learnings (even through failures) that may improve and enhance programs.

3. Q: What do you think is in store for our industry in the future?
   A: Diversification and Machine learning. I believe strongly that we will need to do different things to generate the same response, and in so doing – we will need to use all channels and capabilities at our disposal to strategically dial-turn to maximize response.

4. Q: If you could have any superpower, what would it be?
   A: Telepathy. I would love to REALLY forecast what the future holds.

5. Q: What was your dream job as a child?
   A: Teacher. Thankfully for all the young minds out there, I changed course!

6. Q: If you had to choose a different career path, what would it be?
   A: Ooh – that’s a hard one. Does basket-weaving on a beach count?

7. Q: Tell us about a time you failed.
   A: Shortly after my third child was born, I was really trying to ‘do it all’ – and I really wasn’t doing anything very well. It is hard for me to embrace patience and the different seasons that life brings you. Nothing is more humbling than trying to control your environment and failing miserably while doing it. Ultimately, this phase of life really taught me to recognize that we can do literally anything we want – but we can’t do everything we want. Prioritization is key – and in different seasons will come different priorities. I think this notion really applies to everything.

8. Q: Tell us about a unique or impactful test that sticks out in your memory.
   A: I am always surprised and perhaps a little sad when the streamlined packages win out over the more creative tests. So I feel like that needs to be said, especially in today’s ever-colorful world.

   Outside of that, a few years ago, I did a test where we broadcasted PSAs in local stores during year end. The geographic targets were selected based on donor zips. Simultaneously, year-end appeals were sent out (via mail) and subsequently generated record-breaking revenue for that organization. While we can’t affirm for certain that the radio PSAs were the cause of the lift (b/c a true test wasn’t conducted) we are confident that the elevation was at least partly due to this new strategy.

9. Q: What would be your entrance song?
   A: Macklemore – Can’t Hold Us

10. Q: If you were a brand, what would your slogan be?
    A: Worth it all.

11. Q: Fill in the blank: The quickest way to my heart is _____________.
    A: quick wit