Carol White has helped clients turn information into high-impact marketing strategies for over 25 years through marketing research on stakeholder preferences, perceptions, and needs.
She founded CBWhite in 1999 to help nonprofit organizations use market research to further their missions. Carol leads projects that reveal critical information about all types of constituents – current/prospective users of services, members, community partners, donors, volunteers – and guide the creation of effective strategic, service, and marketing plans. In the planning phase, she works with clients to define goals, identify issues and broaden the view of possibilities. She then designs and implements market research, from focus groups and interviews to large surveys. Once information is in hand, she provides insightful analysis and synthesis that clients use to make decisions and take well-reasoned action.
CBWhite results are used to transform the way nonprofit organizations present themselves, to re-brand, to kick-off strategic planning with objective market insights, to design and price programs, to enhance efforts to reach target audiences, and to create a platform for consistent, high-impact marketing implementation (e.g., events, communications, websites, brochures). The firm has been fortunate to work with a wide variety of organizations, including the National Cancer Institute, Northwestern University, as well as museums, schools, universities, environmental groups, health causes, grant-making foundations, and others.
Carol is a firm believer that marketing can help organizations be more effective without compromising their missions. Carol received a BA in Economics from the University of Michigan and an MBA in Marketing from the University of Chicago.