Benefits of a CRM

Benefits of CRM

You know what a Constituent Relationship Management (CRM) system is (if not, go brush up on it here), but now you want to go further and see what it can do for you and your organization. Lucikly for you, we just finished our CRMready Webinar series where Keith Heller talked about everything from what CRM is, how to plan for the implementation of a CRM system, best practices for implementing technology and more. These benefits of a CRM for nonprofits listed below were taken directly from the first CRMready webinar available here.

Engaging for Constituents

360 Degree View

A CRM helps you treat each of your constituents as a whole person by allowing 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 the same place, you can clearly see who this person is, thank them for their previous donations, which facilitates a deeper relationship between your organization and your constituents.

Communications

The phrase used to be “Reach the right people, with the right message at the right address” however these days it’s become “Reach the right people, with the right message, through the right channel”. CRM’s 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.

Information

More complete picture

The more information you gather, the more complete of 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. Overall you can start to identify trends of which groups of people are engaging with you and in which ways so you can appropriately plan out your next message.

Democratizing the Database

When you are operating in a siloed environment, only certain people will have access to certain systems. Bringing them together in a unified environment, allows your entire organization access to the same information in the same format and location. This freedom of information spurs better conversation with your constituents and throughout your organization which leads to further innovation and improved relationships.

Organizational Efficiency

Fewer Silos and Databases

Let’s look at the people side of things. A CRM allows you organizational efficiency by decreasing the number of systems employees have to learn and manage. One of the biggest complaints we hear is that people do not understand the 3 or 4 systems that their organization uses to store information. With a unified system, this number drops, improving efficiency.

This also leads to better business practices. With a unified system you can standardize processes like how your organization handles the different forms of revenue.

Working Together

This leads to one of the biggest changes we’ve seen, which is also the most impactful. 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 same constituents.

All of the benefits of a CRM mentioned above will help support your future by helping you build better relationships, allowing for greater innovation and by growing with you and your organizations needs. It is important to note that there are many shades of CRM’s and some have been specifically designed to work for nonprofits. Some systems tailor to membership organizations, others are for student enrollment and others were built for general nonprofits to assist with fundraising. Selecting a solution that is meant for the mission you are trying to push, will result in a larger boost in productivity.

Watch the CRMready webinar now!

Still have questions? Check out our CRMready webinar workshop for more information and qualify for a FREE CRM Readiness Assessment.

About

The Connected Cause is a place for experts in the nonprofit online space to share perspective, offer guidance and promote best practices for using today’s technology effectively. Our goal is to provide a comprehensive source of collaborative thought leadership for the nonprofit industry.

Leave a Reply

Your email address will not be published. Required fields are marked *