The document discusses the importance of recognizing that donors are not homogeneous and differ in their abilities and affinities. It introduces the concept of Principle 6: Divide and Grow, which states that fundraising efforts should segment donors based on their natural divisions of ability and affinity. By dividing donors appropriately and treating different donors differently through acquisition, retention, progression, and coordination processes, fundraising programs can achieve sustainable growth over the long term. A customer relationship management system can provide the framework needed to execute this principle effectively.