Focus On: DRM: Mastering the Virtual Handshake

But most nonprofits still blast out large volumes of irrelevant direct mail, phone calls and e-mails to their most important donors. And many of those that have invested in CRM tools only seem to be getting more efficient at annoying the folks they should be courting.

The first step
It’s tempting to fall in love with some of the high-tech DRM tools on the market today. But those tools often carry high sticker prices and steep learning curves. And trying to do too much, too fast with a comprehensive DRM tool is the single biggest reason that many DRM investments fail to produce a return. It’s helpful to keep in mind that the goal of DRM is to discover processes that will help you to both get donors faster and keep them longer and then to automate those processes.