Market Research for Good

Liz Miller, vice president of programs and operations for the CMO Council, says the idea was prompted by CMO Council membership, which includes more than 4,500 senior-level corporate marketing decision makers. More and more comments were coming in from members about how much was being invested in market research (more than $18 billion annually, Miller says), the difficulty in reaching certain audiences, and a desire to move away from the usual incentives and giveaways to induce response. At the same time, the council was growing more aware of the difficulty nonprofits have when it comes to establishing sustainable, consistent fundraising sources.