Pulse: ProFile: Ginny Creveling

"I think relationship-raising is fundraising at its best," she says. "You can raise money, you can go and just ask people … but relationship building is different.

"[In] relationship building — [donors] care about you, and they care about your cause. And they want to be part of it, and they want to help. Relationship building on the practical side is also about knowing that your nonprofit, being associated with your nonprofit, is a plus for them. That's what comes out of relationship building."