United Way of Greater Toronto (UWGT),like many charities,is sitting on a gold mine of donor data.Locked up in its computer and paper files are records of millions of companies,groups,and individuals that have donated in past years.Also like most philanthropic organizations,UWGT was having a rough time using that information efficiently.It could blanket past donors with generic mailings,but it could not offer its donors anything that would make people donate to it instead of other charities.Which of the following tools would be most useful for the non-profit organization to use?
A)a flexible marketing system
B)a database warehouse
C)customer relationship management
D)competitive intelligence

Question

Quizplus · Accepted Answer

Customer relationship management (CRM) would be the most useful tool for UWGT to use. CRM software would allow the organization to manage and analyze its donor data more effectively, enabling them to tailor their communications and campaigns to individual donors based on their past giving history and preferences. This would help UWGT build stronger relationships with its donors and improve its overall donor retention and acquisition efforts.

United Way of Greater Toronto (UWGT),like Many Charities,is Sitting on a Gold