Data-Driven Connections for a Better World

In terms of establishing brand identity, few nonprofits can claim the success of UNICEF and its once-ubiquitous little orange donation boxes. Yet for many people, awareness of the nonprofit ends with that orange box, says Shelley Diamond, chief marketing officer at UNICEF USA, one of many national organizations around the world that financially support the global parent entity. According to the Nonprofit Trends Report, 85 percent of respondents say they "use insights from marketing and engagement data to target outreach efforts and tailor communications." If competing for funding in an increasingly fragmented donation environment is more and more difficult for most nonprofits, then to keep funding streams strong, most nonprofits need to find ways to forge meaningful connections with new and longstanding supporters.