There was a time when you knew the holiday season was approaching because the mailbox would be stuffed with appeals from local nonprofits. While organizations do still send out letters, a number of factors have come together to change the way that non-profit organizations connect with donors and potential donors.

“Like many nonprofits, we’ve seen a shift in donor expectations and engagement preferences,” Toi Comer, vice president of revenue management at United Way of Greater Cleveland, said. “While traditional campaigns, such as workplace giving and annual appeals, remain important, we’ve broadened our approach to meet supporters where they are.”

This direct, disciplined approach has been made possible in large part with technology and a better understanding of the data it produces. Com

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