Corner Office: Big Data and Analytics for Nonprofits

Not surprisingly, one of the rationales for resistance to the use of Big Data is the concern over privacy. And nonprofits are especially sensitive to the perception that they will use private donor information in invasive or manipulative ways. While these concerns are understandable, the truth is that targeted marketing to consumers by use of the very information they offer can work to the distinct advantage of those consumers. Without data-driven targeting, consumers wade through random advertising that offers them little benefit for their valuable time.