Corner Office: Big Data and Analytics for Nonprofits

But just the adjectives "vast," "unstructured" and "fast-moving" tend to convey a sense of hopeless randomness, an entity not even entirely safe, let alone useful. Perhaps for this reason, among others, the nonprofit world has fallen behind in applying data to marketing programs. In doing so, we have left valuable information about our donors on the table and watched the for-profit world take advantage of efficiencies we can only dream of.