When asked what the most important difference is between a successful fundraising organization and an unsuccessful one, most people would probably guess it has something to do with crafting the right message, knowing the right donors or simply having the best staff. But I would argue that there’s something much more fundamental that could make the biggest difference in the long term success of any nonprofit organization. Even if you have a great group of people working for you, wonderful prospects and a popular cause you’re promoting, you and your organization will never meet your full potential unless you have a quality fundraising database (with equally high quality data) to keep your organization strong through the inevitable turnover of staff, leadership and even donors.

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