The Internet represents an extremely powerful and cost effective relationship management tool. Yet most nonprofits continue to market the same messages to constituents regardless of how they incepted on their file and their current level of involvement. A CRM approach requires that nonprofits identify key constituent segments according to their current involvement; establish goals as to how they would like to see them progress; and define "relationship pathways" along which they will try and direct constituents. Examples of such pathways are:

• Moving someone who knows very little about your organization to learn more about your mission by visiting your Website and subscribing to your e-newsletter


• Moving a e-newsletter subscriber to take some kind of action e.g. advocating


• Moving a participant (e.g. advocate) to become a donor


• Moving a new or one-time donor to become a repeat donor


• Moving a repeat donor to become a volunteer solicitor, attempting to raise money and other forms of support from friends, family and co-workers


• Moving a long-term repeat donor of the appropriate age to consider a planned gift

One area where several nonprofits have started to implement distinct "relationship pathways" is for new constituents joining their file. Consider the welcome process for the faith-based organization Walk Thru the Bible. New online subscribers who have not donated or bought a product are presented with a series of product purchase offers. New purchasers are encouraged to become repeat purchasers and then asked to become donors. New donors are thanked and then encouraged to become monthly or at minimum repeat donors.

Early results suggest that implementing CRM style fundraising pays strong dividends. One well known national nonprofit group we work with has been able to convert 1%+ of new email subscribers to donors within 60 days of inception on file through a targeted welcome series in stark contrast to the typical 0.1-0.2% response rate achieved through email acquisition campaigns.

Vinay Bhagat, Founder & Chief Strategy Officer, Convio