Contributor Relationship Management study published

Howard Lake | 22 January 2001 | News

Study on building one-to-one relationships with technology published.

Shirley Sexton, Nonprofit Practice Manager at the US Commerce One Global Services, has published her study into building one-to-one relationships using technology. The study, entitled ‘Contributor Relationship Management:

How Nonprofits Can Harness the Power of Technology to Build One-to-One Relationships’, was conducted as part of her graduate degree at Johns Hopkins University.

Sexton provides the following summary of her study:

“To date for a variety of reasons – some budgetary, some cultural – corporations have invested in and benefited from the concepts of customer relationship management and one-to-one marketing much more so than non-profits. This study investigates those reasons, and explores how non-profits can benefit from lessons learned in the corporate world and adapt

them to their own needs. This report suggests a new approach for non-profits – contributor relationship management. It explores how non-profits can apply CRM strategies and tactics to their contributors – donors, members, advocates, board members or volunteers – to further their missions. Over

ninety decision-makers at non-profits gave input to this study, via an online survey and interviews.

The report can be viewed on the Web at CharityChannel.com or downloaded in Adobe Acrobat PDF.

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.