DMNews.com | News | Article: "Outlook 2006: Nonprofits: Don’t Keep Data Fallow
Feb. 23, 2006
By: Steve Stapleton
StrategicOne
sstapleton@strategic-one.com
Soaring costs. Lower ROI. Donor fatigue. Muddy data. What’s a fundraising organization to do? The key is improved analytics. New techniques and tools are available to fundraisers, including cutting-edge marketing automation technology that performs many of the functions that previously chewed up large chunks of valuable staff time. Because of these enhancements, one could argue that the overall outlook for data-driven fundraisers is positive. You see this reflected in the industry’s effort to produce “clean” data and to leverage it across multiple channels."
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