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- W2029659651 abstract "Database systems are intimately associated with fundraising effectiveness, but often leave much to be desired in the way they are implemented. This paper looks at the strengths, weaknesses and origins of three main database types: island, integrated and transitional. Observations support the view that database systems are created reactively in the face of strategies for fundraising. Where marketing strategy dictates a holistic approach to donor management, then systems will ten to the integrated or ‘contacts’ model. However, where there is no co-ordinated view on donoi development and maximised lifetime value, then fragmented island-type databases will be found." @default.
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- W2029659651 title "Models of database marketing" @default.
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- W2029659651 doi "https://doi.org/10.1002/nvsm.6090020210" @default.
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