United Way of Greater Toronto (UWGT), like many charities, was sitting on a gold mine of donor data (including companies, groups, and individuals).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 rather than other charities.Which of the following tools would be most useful for the nonprofit organization to utilize?
A)A flexible marketing system
B)A database warehouse
C)Customer relationship management
D)Competitive intelligence
E)A customer-oriented marketing mix

Question

Quizplus · Accepted Answer

Customer relationship management (CRM) would be the most useful tool for UWGT to utilize as it would allow them to manage and analyze their donor data to gain insights and develop targeted marketing strategies. CRM would help UWGT to personalize their communications with donors, provide them with relevant information, and ultimately improve donor retention and acquisition. A flexible marketing system, a database warehouse, competitive intelligence, and a customer-oriented marketing mix are all important tools, but may not be as effective without a solid CRM system in place.

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