Managing Relations with Donors Using the Customer Relationship Management Concept

The goal of this paper is to contribute to understanding of relationship marketing applied in the non-profit organizations. Being crucial for the survival and development of the non-profit organizations, the relationships with donors are emphasised among numerous relations with different stakeholders. Specific aim of this paper was to consider if the CRM concept used by marketing oriented profit organizations can be applied in non-profit ones. As it will be elaborated, a slightly modified CRM concept is highly appropriate for managing relationships with donors for various reasons. Therefore, using the approach for analysing each phase of this process in non-profit organizations, some main recommendations are summarized.