Not-for-Profit Blog

Gearing for Growth with CRM

One of the difficulties for organisations is managing growth and still keeping that personal touch. The last thing you want to worry about, on top of that, is hidden costs...

One of the difficulties for organisations is managing growth and still keeping that personal touch. The last thing you want to worry about, on top of that, is hidden costs as you watch the fruits of your labour grow. In our post-recession world not for profits are still feeling the pinch, and once you’ve budgeted for a project you want to be safe in the knowledge that it’s a done deal. There’s no bigger thorn in the side of a development plan than hidden extras.

Growth will always have pain points, but should it really have penalties points too? Take for instance a school, who wants to maintain contact with their potential students, graduates, parents, fundraisers, school governors, teachers and whole host of other stakeholders. Year on year as prospects become students and students become alumni their database is only going to grow and grow. Adding, keeping track and updating records regularly means you can nurture and segment your data, messages can be targeted and kept relevant; leading to more compelling communications and therefore a much higher probability of getting the required response.

Growing the contact database is something that applies to all organisations, whether that’s charities, hospices, memberships, government bodies, it doesn’t matter which. Being able to understand your audience and connect with them on a deeper level can only happen if you have the technology to enhance your data, to capture all the conversations and interactions as you build up relationships.

If a supporter makes a donation and then never hears from you again – or you send out communications that are not relevant – then they’re less likely to want to donate in the future. The same applies to membership bodies; the communication needs to be effortless and have the flow of a natural conversation to engage them – and more importantly, keep them engaged. The cost, time and energy  of gaining new supporters is high enough without having to pay a software vendor for each one that is added to the database.

Coupled with this is, it’s one thing to add new contacts to the database, it’s another to be able to effectively market from that database or generate the reports where you’re able to drill down into the detail, organise events and projects where you can truly monitor your ROI. At the end of the day not all CRM systems are made equal and many are just glorified address books.

With Access thankQ CRM organisations are never penalised for growing their database as we allow for unlimited contacts. We also believe that a CRM should be just that, a relationship tool, which empowers you to interact with your supporters and send them timely marketing and communications that are specific to their needs. That’s why we’ve developed a system exclusively for the not for profit sector, where you can add new contacts and segment groups without increasing your costs. With Access thankQ CRM your database may grow, but your costs never will as a result.