In the article « United way's CEO on Shifting a Century-Old Business Model », United Way moved from a B2B model to a B2B2C model. The purpose of this change was (Hanna's comment: Important to know why?)
Answer: To create a more direct relationship with individual donors.
If the answers is incorrect or not given, you can answer the above question in the comment box. If the answers is incorrect or not given, you can answer the above question in the comment box.