Martha H. Schumacher

Relationship building. You probably hear that phrase from colleagues in our profession at least once a day. But what does it really mean? And how do you make it happen with your organization’s major donors? Not long ago, DRM meant sending out mass mailings and seeing which pasta strands stuck to the wall. Today, DRM is much more sophisticated. And when it comes to nonprofit major-gift programs, DRM is about individual targeting that results in long-term — ideally life-long and beyond — relationships with your donors. Here’s how to do it: 1. Communicate effectively. In other words, if a major donor specifically requests that

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