The United Way of Greater Toronto (UWGT), like many charities, was sitting on a gold mine of donor data. Unfortunately, UWGT was not certain how to use that information to its greatest advantage. UWGT could blanket past donors with generic mailings, but it could not offer donors information that would convince them to donate to UWGT over other charities. Which tool would be most useful for the nonprofit organization to use?
A) a flexible marketing system
B) a database warehouse
C) customer relationship management
D) competitive intelligence
E) a profit-oriented marketing program

Question

Quizplus · Accepted Answer

Customer relationship management (CRM) would be most useful as it helps organizations manage and analyze donor interactions and data, allowing them to tailor communications and improve donor engagement and retention.

The United Way of Greater Toronto (UWGT), Like Many Charities