Applying the principals of customer relationship marketing (CRM) to faith-based fundraising will change in the organizational mindset…placing the constituent at the center of the communications strategy, and making the donor relationship an integral and natural extension of the nonprofit, as opposed to merely a source of funds. The goal of CRM is to maximize the value of the constituent base with a multi-faceted approach designed to attract new supporters, activate new donors, nurture and retain active donors, re-activate lapsed donors, and reduce the costs of marketing – all through a coordinated and seamless communication effort.