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)a customer relationship management plan
D)a competitive intelligence framework
E)a customer-oriented marketing program

Question

Quizplus · Accepted Answer

A customer relationship management plan would be most useful for UWGT. This tool would allow UWGT to gather and analyze donor data to develop personalized, targeted marketing and engagement strategies. It would enable UWGT to communicate with donors in a more personalized and meaningful way, building stronger relationships and increasing the likelihood of continued support.

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