All-in-One Online Fundraising System Key to Effective Constituent Relationship Management

Marjorie Jones clicked on the "Order Now" button of the Parents in Recovery website, proud that her business, Jones Investments, had grown to the point where she could now afford to purchase a gold sponsorship at PIR's annual fundraising gala, "New Families, New Starts."

For the past five years, Marjorie had volunteered at the nonprofit, served on several committees, participated in the annual 10K run and made modest annual donations. Now she was ready to do more. Her gold sponsorship included a table for 10 guests. She'd give nine of those tickets to her most well-heeled clients so they could learn firsthand about PIR's life-changing work. She'd also urge them to join her in becoming PIR supporters.

After a short delay, the PIR website displayed a "thank you" message and a confirmation number. Satisfied, Marjorie jotted it down and then turned her attention back to managing her business.

Over the following week, Marjorie received five e-mails and three phone calls from PIR staffers. Two of the e-mails, sent to her private e-mail address, invited her to buy tickets to the gala. This was followed by a phone call to her home. She explained politely that she was already a gold sponsor. The PIR staffer apologized, and Marjorie thought no more about it until she received an additional e-mail asking her to consider volunteering at the gala to take tickets and show guests to their tables. This was followed by yet another phone call. Once again, Marjorie politely informed the volunteer coordinator that she was a gold sponsor and would not be able to serve as an usher or "man" the reception desk.

Finally, Marjorie received a "personal" message from the PIR CEO at her business e-mail address asking "business leaders like you" to join the platinum club by donating at least $25,000 per year. Among other benefits, this included a gold sponsorship to the annual gala. The following day, two different platinum program coordinators phoned Marjorie, leaving urgent messages with her secretary to schedule meetings to discuss "PIR's importance to the community."