About this episode

This episode discusses how fundraisers can effectively use their CRM to enhance donor relationships rather than just storing data.

Your donor database should make it easier to build strong relationships with donors. But for many fundraisers, the CRM ends up feeling like one more thing to maintain instead of a tool that actively supports their work. In this episode of Real Talk for Real Fundraisers , Jeff Schreifels is joined by Diana Frazier, Senior Client Experience Leader at Veritus Group, for a practical conversation about how fundraisers can use their CRM to strengthen donor relationships instead of just storing data. Jeff and Diana walk through the key elements that turn a donor database into a relationship-building engine. They explore why most CRMs were built for direct-response fundraising, what that means for major gift work, and how a few simple structural changes—like clear donor status codes, thoughtful tiering, and better donor profiles—can dramatically improve how you manage your caseload. They also talk about the often-overlooked details that make a real difference, from capturing a donor’s story to tracking giving vehicles and building dashboards that actually help you prioritize your work each day. If you’ve ever felt like your CRM is slowing you down instead of helping you connect with…

People in this episode

Host: Jeff Schreifels

Guest: Diana Frazier

Topics covered

• donor database
• CRM
• relationship building
• fundraising
• major gifts
• donor management

Mentioned in this episode

Organizations: Veritus Group

More episodes of Real Talk for Real Fundraisers

• Why Your Best Fundraisers Leave (and What Makes Them Stay) · June 29, 2026 · 47 min
• What Great Fundraisers Really Understand About Donors · March 27, 2026 · 59 min
• Holly Rustick: Why Your Non-Profit Needs a Grant Strategist (Not Just a Grant Writer) · February 24, 2026 · 36 min
• Diana Frazier: 6 Things Every Fundraiser Should Focus On in 2026 · January 30, 2026 · 34 min
• Christopher Beck: Five Questions Every Non-Profit Leader Needs to Answer About Equity · January 21, 2026 · 37 min
• Diana Frazier: What Makes Great Fundraisers Great at Year-End · November 26, 2025 · 35 min

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