Getting 'Relationship Fundraising' Right With Technology

This is known as "transaction marketing." Tell a compelling story, make the sale and move on. But, "transaction marketing" is not what most nonprofits want to do; they instead value long-term donor relationships — at least that’s what they say.

The 2009 eCampaigning Review, however, found that although nonprofits were adept at attracting new supporters, many were unsuccessful when it came to staying in touch with them; a third failed to even send thank-you e-mails.