Constituent relationship management (CRM) software is an incredible
tool to help you better understand your constituents and reach them on a more
personal level. By providing a holistic view of interactions, preferences and
behaviors, you have the information you need to deliver targeted, customized
experiences that will serve to strengthen your relationship with constituents.
Here are 4 ways to better
understand your donors through CRM:
Giving History & Habits
If you are paying attention to a constituent’s giving history,
you can develop appropriate and consistent interactions with them that make
their journey with you a meaningful one.
Since following up is critical to the donor experience, we’ll
use that example. Whether a constituent donates $1,000 unexpectedly or sends
$10 monthly via automatic payment, receiving a generic thank you message can
make them feel disconnected. With a little customization (“your incredibly
generous $1,000 donation will make a difference….” OR “we simply cannot express
how much it means to us that you’ve committed to making a monthly
contribution”), personalized thank-you notes feel more genuine and have a
greater impact on a donor’s perception of your organization.
Communication Preferences
Understanding if donors prefer email, phone calls, direct mail
or text messages – and their tolerance for how frequently–is crucial to
building a more personalized experience.
You know that friend that despises phone calls, but if you send a
text, she’ll text you right back? Communication channels can be a very personal
choice. By respecting their wishes and communicating with constituents on their
terms, you build trust and loyalty.
Online Behavior
CRM technology can track search and click habits, time spent on
your website, your blog, emails opened, social media networks constituents are
active on, etc. Understanding how your constituents are behaving online, allows
you to develop more effective engagement strategies.
For example, social media is an excellent tool for driving
awareness and engagement, but it can be time-consuming. If your constituents
tend to be on twitter more than any other channel, you know where you should be
prioritizing your time.
Relationships & Special Interests
In addition to giving history, online behavior and communication
preferences, CRMs can gather a range of information about your constituents,
including demographic information, corporate relationships, event attendance,
interests and more.
By knowing your audience and creating segmented lists of
constituents with common characteristics, you can ensure that they are
receiving the right information at the right time. Let’s say a new donor just
contributed to your capital campaign. His profile tells you that he works for
an organization that offers corporate matching. You can follow-up with a thank
you email that provides him with everything he needs to receive the corporate
match. You’ll build credibility with your donor and he’ll be elated that he is
able to double his contribution.
Today’s donors want to
have authentic connections with the organizations they support. CRM technology
provides the kind of valuable insights you need to create those connections.
The stronger the customer profiles, the better you’ll be able to develop more
meaningful messaging and experiences. (You can’t measure what you don’t track!) By keeping your data
up-to-date and accurate, you can create more customized interactions and build
deeper relationships with your constituents.
