Big Data and CRM Help Public Broadcaster Attract More Donors

Public TV and radio station WGBH wanted to build deeper relationships with current and potential members, but the Boston-area PBS and NPR affiliate couldn't easily analyze its donor data from within its Salesforce customer relationship management system. That put targeted marketing efforts beyond reach, says Cate Twohill, the station's senior director and managing partner for CRM services.To read this article in full or to leave a comment, please click here(Insider Story)