Donor relationship management can be tricky. But there’s a lot to know before you go to outside sources for guidance and technology.

By Geoff Ables

After receiving the final e-mail, she gets an invitation to take a brief survey and evaluate your organization. She gushes about the attention showered on her by her DRM and says that what she’s learned will have a lasting impact on her — and on her loyalty to your organization.

So, how much time did the DRM spend sending all of those e-mails? None.