CRMs are used by nonprofit organizations to better organize their constituents, and manage those relationships. CRMs can also be used to track and manage the performance of those individual relationships using relevant and consistent data.
Through this visualization of information your nonprofit will be able to build stronger relationships, improve service, and make more informed intelligent decisions about fundraising, marketing, and so much more.
But CRMs can be confusing, and often time organizations and corporations a like are not utilizing this powerful to its full potential. Here are 8 tips your nonprofit can start implementing today to start using your CRM to its full potential.
Build persona profiles
Each and every one of your constituents is unique from the others. They’re coming from different walks of life and are contributing your nonprofit in different ways. Whether they’re a donor, board member, volunteer to staff member, each one of these people brings something unique and different to the table. By reporting on, and understanding those difference your nonprofit will be able to maximize on every individual relationship.
Build persona files by reporting on what individual constituents’ likes, dislikes, preferences, interests, their preference in how they’re contacted, how often they like to be contacted, what business they’re in and motivations for dealing with your nonprofit. All of this information and more can be leveraged by your nonprofit to maximize each and every one of those relationships.
Create relationship histories
Part 2 of the persona profile is the relationship history. Once a CRM has been implemented it is important that your staff tracks and interactions being made between constituent and your organization. Keeping detailed notes inside your CRM about unique interactions, conversations, times contacted, reactions to being contacted, donations, pledges, number of times volunteered etc. Keeping track of all these minute details will create a detailed engagement history with your constituents. Adding context to these engagements is also important.
Manage data quality
Having a CRM is great, but if the data that’s being entered by your CRM users is not quality information, it is a moot point. Assuring pertinent and quality data is inserted into your CRM starts at the managerial level. Implementing quality assurance standards are critical to the effectiveness of your CRM.
The way you implement these quality assurance standards are up to you. One of the best ways to go about this is running monthly data quality checks and reports. In these reports, show all records and information that was entered into the system that month. Look for inaccuracies, decide what changes should be made, and offer constructive criticism on how to more accurately enter information.
Training is all too often an overlooked aspect of any technology implementation. Keeping your CRM users up to date on best practices is the best way to ensure quality data and information is being plugged into your CRM. Training reduces the potential of users refusing to utilize a CRM effectively. Which leads the underutilization of that software, and a return on investment almost impossible. Plan on having more training than necessary, and always assume more training is necessary. It is always a good idea to err on the side of having too much, rather than too little.