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 of the following tools 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)is the process of identifying prospective buyers,understanding them intimately,and developing favorable long-term perceptions of the organization (UWGT)and its offerings so that buyers (donors)will choose them in the marketplace.

The United Way of Greater Toronto (UWGT),like Many Charities,was Sitting