Data-Driven Campaign Targeting and Stewardship

Let’s look at this in more detail. A nonprofit sells merchandise through its e-commerce system, where a portion of each sale goes to the nonprofit. An unknown constituent goes to the site and purchases a shirt. This same constituent attended the annual walk and promotes the organization on his Web site. But since the data from the e-commerce system goes into a general-use location in the database, the organization doesn’t know that he also has participated in the walk. At first glance, he just bought some shirts.