Glossary
Contact Management

Relationship Mapping

By: Alec Hollingsworth
Updated:  
July 2, 2025

Definition:

Relationship mapping tracks and visualizes the connections between contacts and organizations to improve nonprofit engagement.
Relationship mapping is the process of visually or systematically organizing and tracking connections between individuals, organizations, and groups within a nonprofit’s contact database. It helps organizations understand the complex networks between donors, volunteers, board members, and stakeholders, highlighting who knows whom and how they are connected. By mapping these relationships, nonprofits can identify influential people, leverage key connections for fundraising or advocacy, and ensure personalized communication. Relationship mapping can be done manually or with specialized software that visualizes and updates these networks, making it easier to manage engagement strategies and maximize outreach efforts.

Key Takeaways

  • Identifies key influencers within networks
  • Improves personalized communication
  • Optimizes fundraising and outreach
  • Highlights hidden connections
  • Enhances strategic planning

Why It Matters

It uncovers key connections, strengthens engagement, and optimizes outreach strategies for nonprofits.

Real World Example

A mid-sized nonprofit is planning a major fundraising campaign and wants to maximize its impact. By mapping relationships within its database, the organization discovers that one donor is closely connected to several local business owners and a city council member. Leveraging these relationships, the nonprofit reaches out for introductions and endorsements, gaining support from new partners and expanding the campaign’s reach. The relationship mapping process also uncovers potential volunteers who have worked with key stakeholders, allowing for more targeted and effective recruitment efforts.

How Keela Helps

Keela’s contact management features allow nonprofits to easily map and visualize the relationships within their contact database. By linking contacts and organizations, Keela helps users identify influential connections, track interactions, and improve their engagement strategies. Relationship mapping in Keela empowers organizations to see the bigger picture and make informed decisions for fundraising and community outreach.

Frequently Asked Questions

What is relationship mapping in nonprofits?

It’s the process of visualizing and tracking the connections between individuals, organizations, and groups in a nonprofit’s network.

How does relationship mapping benefit fundraising?

It identifies influential connections and hidden networks that can be leveraged for introductions, endorsements, and increased donor support.

Can Keela help with relationship mapping?

Yes, Keela’s contact management tools enable nonprofits to map, visualize, and utilize relationships for more effective engagement strategies.

Is relationship mapping only for large nonprofits?

No, organizations of all sizes can benefit from mapping relationships, as it enhances outreach, engagement, and strategic planning.

What’s the difference between contact segmentation and relationship mapping?

Contact segmentation groups contacts by shared traits, while relationship mapping tracks and visualizes how contacts are connected to each other.

Related Terms

A/B Test
Accessibility Compliance
Acknowledgement Letter
Address Verification
Affiliation
Archiving Historical Donor Data

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