What's in a Name?

"Our assumption is that now that we're getting half of our folks converting [online], that means significantly more value and higher conversions, but we need to play it out," Pressendo says.

Over the next six months, the organization also will deploy the first phase of a technological overhaul that Pressendo doesn't shed many details on, but that promises, if all goes according to plan, to revolutionize the organization's ability to analyze and communicate program effectiveness back to sponsors and stakeholders.