CRM's as a Lifeline for Nonprofit Fundraising

For all of the social huff that seems to come about concerning the millennial generation, statistics taken from leading nonprofit agencies have found that approximately 40% of this up-and-coming population makes a monthly donation to a charitable cause. Although this still several points behind both Baby Boomers and Gen Xers, millennials lead the way in online giving through social media channels and crowdfunding sites. Rather than feeling stifled by the technology and usage habits of a younger generation, some nonprofits have tapped into the potential that business tech options bring to the mission of saving the world.

Tackling Tech Changes

There are still some companies that prefer to send out monthly newsletters and photo packets to entice giving, but the way global citizenship thinks about giving and the methods of sharing their wealth is undergoing a change. It’s not to say that people aren’t caring about the mission or the cause, but the landscape of influence has been altered. Peer connections are becoming more influential in motivating giving, and online platforms and mobile device apps are being used more frequently in these exchanges.  How well your nonprofit understands these trends and creates a strategy that taps into them will determine how successful your fundraising campaigns will be.

Streamlining Operations

Before you can address the giving potential, you need to get your operations in order. Rather than spreading your staff thin trying to cover administrative tasks, fundraising, and follow-up, consider purchasing a management system that can handle a lot of the day-to-day operations. Whether you choose to invest on your own or you work with a third party, working with a nonprofit payroll software can reduce the risk of mistakes with tax, benefits, and exemptions, saving you precious time and manpower. Accounting functions can be digitized, reducing errors and improving timeliness. Onboarding processes for new volunteers or applications and training that can be accessed via the internet or unique company portals can make your operations more effective and consistent. When this happens, you are free to work on the business of pursuing donations.

Taking Actionable Steps

Boosting your fundraising potential involves knowing about your past and future donors. Your company has probably kept a master list or file of donors, but doing something with all of this data is what makes the difference. By using a customer relationship management tool (CRM), you can develop an in-depth understanding of your giving base.

A CRM organizes your information, such as email or mailing lists, fundraising reports, events, online engagement, and social advocacy opportunities. Rather than just a basic knowledge of who is giving and which campaigns seemed the most successful, a CRM can evaluate the success of individual campaigns, the giving trends of certain companies or individuals, and forecast projections for giving opportunities in the future. Taking data and turning into action-worthy opportunities improves your organization’s efficiency, but it also supports more consistent fundraising.

Technology is a Better Multitasker

Implementing a CRM can do the job of several of your best employees or volunteers. The system can track how your donors are responding to your attempts at communication, letting you know if you should send out another email newsletter or posting another video blog about the latest project you have supported.  A CRM system looks at data from multiple areas of engagement and finances, taking the work of two separate departments and seamlessly merging into an easy-to-read report. 

As your company’s goal is to make a difference with a cause you hold dear, there is no shame in pulling out all the stops to make it happen. The donor base is familiar with tech and prefers it, making it a smart investment to get on the same page while you still can.