It’s no surprise that Facebook has cemented its role in nonprofit marketers’ plans for raising awareness and building loyal brand ambassadors. As part of an integrated, multichannel strategy, social media is more than a publishing platform—it facilitates a meaningful, two-way conversation to connect with supporters, empower advocates and increase awareness for charitable causes.

While the evolving technology landscape presents exciting opportunities for organizations to better connect with donors, it’s also creating an unprecedented level of complexity around central audience management. The data is within reach, but a tangled web of disparate systems can obscure the very insights you value most.

A well-designed identity strategy using audience analytics and insights can tie disparate forms of ecosystem data together for a global view of consumers.

Over the past several years, CMOs have felt seismic pressures to continually innovate in order to compete for new consumers across emerging channels and mediums. However, the question remains, what does innovation truly mean for you and the CMO?