Question

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 customer-oriented marketing mix

Answer 1

Answer: Option C

Explanation: The right tool most useful for UWGT would be customer relationship management .

Customer relationship management is an approach that would help entity to build a behavior for interacting with potential and current customers. In CRM approach the entity analyze past data to build healthy relations with customers.

In this case UWGT can use CRM by just analyzing the past data by using this approach the organisation does not even need to share the data with donors and at the same time they can boost their relations with them.