A robust Customer Relationship Management solution (CRM) may not be at the top of most nonprofits’ wish lists, but it really should be. Whether they’re volunteers, donors, or those receiving services, nonprofits thrive on good, two-way relationships with their constituents. Doesn’t it make sense to invest in them? The returns can be huge–saved time and money, simplified daily operations, more effective outreach.
How CRM can give nonprofits a leg up:
- Coordinated Communication. Between donors, volunteers, board or committee members, and those who receive services, a nonprofit has a lot of people to track. It often becomes more complicated if people occupy two or more roles like a volunteer that also makes monthly donations. CRM makes it simple. By streamlining data into a single source, nonprofits can track who they’ve communicated with, when, how, and how often. For example, it will keep people who occupy two roles from being on two mailing lists while still receiving information relevant to that role. It also ensures that outreach gets into the right person’s hands. This helps avoid mistakes like sending a letter to the husband when it’s supposed to go to the wife.
- Efficient Processes & Systems. Saving time and money is a boon to any non-profit, and streamlined processes and modern systems will do just that. Once your CRM data model is set and processes running smoothly, daily tasks like donation follow-up and volunteer coordination will be more efficient. There will be more time in the day to do the work that really matters. You can ensure that more of your donations, grants, and other types of funding are going directly to services.
- Preserve Organization Knowledge. If someone has been with a nonprofit for years, they may not need to reference statistics, procedures, and other important information simply because they know it off the top of their head. This system works great for them, but what happens if they decide to retire or move to another position? If that knowledge isn’t captured in the nonprofit’s systems, it’ll be lost. CRM mitigates this by building critical relationship information into its processes. It also grants access to several people or departments so the data can become institutional knowledge.
- Relationship Visibility. Imagine being able to see all the touch-points and relationships for an individual or household in one snapshot. There would be records of events they attended, emails they’ve received, and face-to-face contact like times they’ve volunteered. There’d be no digging through dozens of spreadsheets or hunting all over a complex system to find one piece of information. CRM enables nonprofits to see this information at a glance. Having it all in one place helps provide better visibility and more effective marketing and communication.
- Simplified Data Management. It’s no secret that executing critical projects like creating a new marketing campaign or planning an outreach event are complicated and time-consuming. It gets worse when spreadsheets, procedures, contacts, and plans have to be passed around in email after email. Nonprofits can stop the email chains and eliminate the need to constantly double-check information by creating a hub for all their information. CRM can be this one-stop-shop because it’s easy to add, edit, and share information.
While for-profit companies have been using CRM for years, many nonprofits haven’t taken advantage of it yet. This is especially unfortunate because they actually have greater potential to benefit from implementing CRM than their for-profit counterparts. Based on the fact that so many of the people they interact with fill multiple roles, the impact of creating an efficient, accurate database to track and interact with them is much bigger. It fosters clear communication which ultimately means the nonprofit can serve more people.
That’s a win-win in our book.
If you’d like to learn more about how your nonprofit can leverage CRM to drive strong relationships and further its mission, contact us. We’d love to show you a free demonstration.