Customer Relationship Management platforms (CRMs) are an essential part of the fundraising ecosystem. They help boost fundraising by harnessing donor data to create campaigns that are tailored to donors’ behaviours and motivations, making it more likely that they will inspire people to give.
However, while most charities are using CRMs, only a fifth believe they are getting the most out of it, according to research from fundraising software providers Blackbaud. That leaves four in five charities who are instead struggling to take full advantage of their donor data and missing out on the opportunity to build stronger ties with their supporter base.
Given that so many charities are using CRMs, but so few are harnessing the power it provides, we need to ask ourselves why. There are many different CRM offerings out there, each with an ever-evolving roster of features and capabilities suited to different needs. How can charities effectively assess what works for them?
That is precisely the question this article seeks to answer, with the help of Blackbaud’s latest Fundraising Software Evaluation Guide. The guide offers charities advice on how to navigate the world of CRMs, sharing tips on how to select a vendor and what to do next once your system is up and running. It explains the intricacies of cloud-based fundraising software, the benefits for charities, and what questions to ask when evaluating your CRM options.
“Taking steps to invest in the fundraising solution that your organisation needs, plus finding the right supplier to work to support you, is essential when making sure you get the most out of your chosen system,” explains Blackbaud.
“By diligently evaluating vendors, you are in the best possible position to choose a CRM that not only meets your current needs but also adapts to future challenges, ensuring long-term success for your fundraising initiatives.”
Below, we share five of the essential questions the guide recommends asking potential CRM providers, to understand everything from the implementation process to what support is available.
What questions should charities ask CRM providers?
What is your typical implementation timeline?
Adopting a new CRM can be a daunting prospect, whether you’re investing in one for the first time or moving on from an old system. There are lots of things to think about and teams to involve – charities need to be sure that there will be minimal disruption to their operations during the implementation process to continue fundraising and delivering services.
As Blackbaud points out, “You want to work with a vendor who sets realistic expectations from the start.” Ask for a proposed plan or timeline to understand how long implementation typically takes and what stages are involved. Charities can then prepare for each stage accordingly, with the surety that the CRM provider has all bases covered.
What about data security?
It is important that charities and supporters alike feel confident that their data is safe. Asking questions about the security of any platforms working with data must therefore be a priority, as a legal and ethical obligation to keep it protected.
Blackbaud recommends starting by asking providers about their standard service level agreements, data back-up schedules, and how they ensure logins are kept secure. Ask if they have experienced a breach in the past few years and how they have responded to those incidents. Ask what plans they have in place to respond to future incidents. These questions are critical for understanding if a CRM provider is taking cyber security seriously and dedicating the proper attention to it.
What post-implementation service is available?
Getting your CRM up and running is only part of the story – what happens next? With so many charities struggling to take full advantage of the benefits of their CRM system, understanding if their provider can offer support is particularly valuable. What services are available after the implementation process is complete? What are the costs involved? And crucially, is your CRM delivering on its initial promises?
“Collaborate closely with your vendor to assess whether these goals are being met and how they are being achieved,” says Blackbaud. “A trustworthy vendor will be equally invested in this understanding and will assist in defining a clear vision of success.”
Does your organisation have ESG goals in place?
Environmental, social, and governance (ESG) goals are becoming increasingly scrutinised and are especially important in the charity sector, where organisations exist for the benefit of the public. Donors want to be sure that the charities they support have done their due diligence and are working with other organisations that aim to minimise their negative impact on the world.
Asking about ESG demonstrates that such matters are important to your charity, encouraging CRM providers to address your concerns and take steps to improve their sustainability, too.
What is your track record of success with non-profits?
Charities may have unique audiences and challenges but there are some fundamental fundraising goals that they share – namely how to reach more people and drive more donations. It is therefore worthwhile to take time to understand how CRM providers have worked with other organisations in the sector, to gain an idea of how they might approach and solve common issues.
“Ask to see case studies or references of other similar charities or nonprofit organisations,” advises Blackbaud. “This is especially important if you are evaluating commercial CRM vendors, but you will want to see relevant case studies even if the vendor focuses solely on nonprofit software.”
To find out more questions to ask of your CRM provider, and more essential tips to get the most from your fundraising technology, download the full Fundraising Software Evaluation guide below.
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