Carol White

Carol White has helped clients turn information into high-impact marketing strategies for 25 years through market research on stakeholder preferences, perceptions, and needs.  She founded CBWhite in 1999 to help nonprofit organizations use market research to further their missions. White 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. In recent years, she has been fortunate to work with Paul Caldwell and the Youth Choral Theater of Chicago, using market research to develop marketing plans that have transformed the way the organization presents itself. She has also worked a wide variety of organizations, including park districts, libraries, museums, schools, universities, health causes, grant-making foundations, and others. White is a firm believer that marketing can help organizations be more effective without compromising their missions. She received a BA in Economics from the University of Michigan and an MBA in Marketing from the University of Chicago.  www.cbwhite.com