This is kind of disturbing to me. It seems like preying upon vulnerable people. > Gloo declined to say how it identified who had mental-health or addiction str

This is kind of disturbing to me. It seems like preying upon vulnerable people. > Gloo declined to say how it identified who had mental-health or addiction struggles or where it got such data, citing confidential agreements with third-party data providers. Mr. Beck later said that Gloo had recently stopped using data related to those categories. > Churches say data helps them find members more effectively. “They want to know who you are, they want to predict your capacity to give, your likelihood of dropping out of a program—it’s the same concepts that apply to a bank,” said Tal Frankfurt, founder and CEO of Cloud for Good, a consulting firm that works with faith-based groups and other nonprofits. > People facing a crisis are among the most likely to be receptive to a church message, said Jason Ake, owner of Waypoint Creative, a digital marketing firm that has helped churches with their targeting efforts, including some that use Gloo. “Crisis is a broad term—maybe it’s a death in the family, maybe it’s depression or anxiety,” he said.