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EXPERT ADVICE

Fundraising 2.0: A New Shine on Old CRM Principles

CRM is not just about tracking and recording names, addresses and standard constituent information. Today, organizations' online presences and peer-to-peer technologies are making it possible for politicians, businesses and non-profit organizations to get personal with their voters, customers and donors. The "R" in CRM may stand for relationship, but in order to best connect with target audiences, "R" should also equal relevance.

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