If asked “what is CRM?”, the examples we typically think of are its applications to business. True, CRM usually deals with how brands can stay engaged with – and relevant to – customers. But there is also great scope for the application of CRM tools to NGOs, governments and not-for-profit organisations.
A little thought reveals the parallels between initially disparate-looking verticals. Retail companies like Trek Bikes have incorporated Microsoft Dynamics CRM software into their customer relations procedure in order to allow customers to be presented with relevant, pertinent data based on their customer profile. The idea is that if helpdesk responses can be customised to the individual customer, they will feel better served and be more likely to be loyal to the brand.
Non-profit organisations are in a very similar position with their donors, friends and members. Galleries, institutes and charities around the world rely on a network of benefactors – benefactors who could easily be put off future contribution should they be mistreated.
Serving up Data
By keeping accurate data on each person in this network, a non-profit organisation can implement CRM software to ensure that in every interaction with the ‘customer’, their point of contact is served all the relevant information they need to facilitate the prolonging of their beneficial with the organisation.
This can be applied to everything from newsletters and written correspondence, to seminars and telesales (or ‘prospecting’ as the charity industry wisely calls it!), making sure that mistakes avoided across all communication channels.
This is especially pertinent to non-profit organisations because, since they often rely on people’s philanthropy, there is less margin for – put bluntly – forgetting who people are.
To take an example, if a donor has recently donated $1,000 and they receive an email asking for donations three days later, they may (rightly) feel disrespected by the organisation they chose to patron. This would never happen with a customer of, say Trek Bikes, who may indeed want to be contacted with bike accessories three days after they bought a bike.
No Profit, High Yield
Through the clever application of Microsoft Dynamics CRM to non-profit organisations by developers such as Altus Dynamics, charities and institutes across the world have benefitted from higher donations and contributions.
By giving communications operators data like previous donation dates and amounts, ‘causes that interest you’ info and contact-priority values for each contact on their network, these organisations have successfully streamlined their fundraising.
Microsoft Dynamics CRM is constantly being applied to new, exciting verticals to keep up with how it could benefit your organisation, keep up to date with our CRM news.