Building donor relations: Enter database marketing

Relationship marketing is a way to learn as much as possible about charity donors, to target them individually, and to build a relationship with each one. The ultimate goal is a target market of one. The best way to accomplish this relationship-building feat is to tap into the incredible computing power available. Using a computer, information can be collected, analyzed, and distributed in order to develop long-term relationships with donors. Several factors to consider when making the decision to invest in database technology include: 1. Plan for it to take time. 2. Choose a manager. 3. Collect appropriate information. 4. Manage the database marketing system chosen. 5. Address privacy issues.