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Article: Understanding CRM: yes, customer relationship marketing. (Donors).(customer relationship management)
- Article from:
- The NonProfit Times
- Article date:
- May 15, 2002
- Author:
CopyrightCOPYRIGHT 2002 NPT Publishing Group, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Good News Jail and Prison Ministry in Richmond, Va., wanted to target donors more effectively. The Planned Parenthood Federation of America in New York City wanted to attract more donors, members and activists.
Both groups turned to "customer-relationship-management" software, known as CRM, that collects data on past, current and prospective customers, tracks their activity and aims to help build relationships with them.
"CRM is very important because it gives an organization a complete holistic picture of who its customers are and helps them figure out how to retain its existing customers and grow its customer base as an integrated solution," said ...