What’s this CRM all about, you ask? You’ve been hearing about it and as a non-profit you are not too sure this applies to your organization. We're here to write why we think CRM for non-profits makes so much sense today. First of all, a CRM system is generally not just customer/ constituent relationship management or sales focused anymore and it doesn’t have to be about software working in coordination with business practices to manage information and meet key business needs. Today, CRM is a single, integrated contact (and contact can be anything in your operation – like a member, donor, client, volunteer etc) that provides the following benefits.
1. Engage Your Constituents
- 360 Degree View - CRM software for not for profits helps you see who your contributors are and the many possible overlaps in your organization’s interactions with them. CRM allows you to see how they’ve engaged with you in the past while also showing the many ways they relate to your organization. When you have all of their data in a single place, yourself, or any other person in your organization, can clearly see who this person is, thank them for their previous donations, and facilitate a deeper relationship between your organization and that constituent.
- Communications - The phrase used to be “Reach the right people, with the right message at the right address.” These days it’s become “Reach the right people, with the right message, through the right channel”. CRM systems allow you to track where people tend to interact, whether that is via social, email, phone etc. allowing your organization to mirror your communication to them using the channel they prefer. This makes you more responsive to the constituent as well as more cost effective and efficient to the organization.
2. Better Information for Your Non-Profit Organization
The more information you gather, the more complete a picture of your individual constituents you will have. This information can show you who they are and how they are engaged with not only you, but your entire organization. As all the information is contained centrally in the CRM system and not spread out across different computers, Excel sheets, filing cabinets and in different physical locations, everyone in the organization has the most up to date and complete picture of the constituent and the activity surrounding them. You can start to identify trends; which groups of people are engaging with you and in which ways so you can appropriately plan out your next campaign and messaging. This in turn leads to improved donation management, grant management, member management or a range of other applications relevant to your specific requirements.
3. Organizational Efficiency through Integration
A CRM such as Microsoft Dynamics CRM, delivers organizational efficiency by decreasing the number of systems employees have to learn and manage. With a single unified system, staff only need to be trained on one consolidated system, saving time and effort and therefore cost. This also leads to better business practices. With a unified system you can standardize complex processes like how your organization handles the different forms of revenue. People in your organization start to get on the same page, thinking similarly about business practices, using the same tools and building relationships with the organization’s network of constituents.